Unicommerce eSolutions 's marketing automation platform Convertway has launched 'Catalyst', a bilingual AI voice agent designed to tackle one of e-commerce's most persistent challenges—abandoned shopping carts. The automated voice-calling solution aims to recover lost sales by engaging customers in real-time, human-like conversations when they abandon their checkouts.

Addressing Critical E-commerce Challenge

The launch comes as cart abandonment rates continue to surge globally, presenting a significant revenue recovery opportunity for brands. The statistics paint a clear picture of the challenge facing the industry:

Many customers abandon their carts not due to lack of purchase intent, but because they need clarity on delivery timelines, product details, pricing, or payment options. Traditional follow-up methods through SMS or WhatsApp often fail to address these concerns in real-time, creating a gap that Catalyst aims to fill.

Key Features and Functionality

Catalyst offers comprehensive capabilities designed to maximize conversion recovery:

• Instant outbound calls triggered by customer checkout abandonment
• Real-time responses to customer queries and concerns
• Natural voice conversations with human-like interaction quality
• Contextual awareness of specific products and current offers
• Built-in objection handling to address common purchase hesitations
• Bilingual support in Hindi and English with automatic language switching

Targeting India-Specific Challenges

The solution specifically addresses structural challenges in the Indian e-commerce market, particularly the high dependence on cash-on-delivery (COD) payments. COD orders typically result in higher return-to-origin rates, delayed cash flows, and increased logistics costs. By engaging customers immediately after order placement, Catalyst seeks to resolve trust and payment-related concerns while improving overall fulfillment efficiency.

The AI voice agent also enhances marketing broadcast campaign effectiveness by enabling two-way interactions, unlike the largely one-way nature of SMS and WhatsApp communications. This allows brands to respond to customer questions in real-time and drive clearer purchase completion actions.

Leadership Perspective

Commenting on the launch, Kapil Makhija, Managing Director and Chief Executive Officer of Unicommerce, stated: "As India's digital commerce ecosystem moves beyond early adopters, real-time conversations are becoming critical to conversion. AI enables brands to engage customers at moments of intent and hesitation and reduce revenue leakage while improving customer experience."

Company Background

Unicommerce operates a comprehensive e-commerce solutions ecosystem serving over 7,500 clients across India, Southeast Asia, and the Middle East. The company's flagship platform Uniware achieved an annualized transaction run rate of over 1 billion order items in Q3 FY25. Notable clients include FabIndia, Lenskart, Timex, Mamaearth, Sugar, Emami, Urban Company, boAt, and Healthkart.

With this launch, Convertway aims to help Indian e-commerce and D2C brands improve conversion efficiency and strengthen customer trust through timely, AI-driven voice interactions.

Haircare brand Moxie Beauty has announced a strategic partnership with Unicommerce eSolutions to streamline its e-commerce operations and enable faster, more reliable online deliveries of its beauty products. The collaboration was officially disclosed through a regulatory filing under Regulation 30 of SEBI Listing Regulations.

Partnership Overview

Moxie Beauty specialises in haircare solutions tailored to Indian hair types and local climatic conditions, offering a wide-ranging portfolio spanning shampoos, conditioners, styling products and scalp care. The brand currently processes online orders through its brand website, multiple online marketplaces, as well as quick commerce platforms.

Technology Integration Details

Order Management Enhancement

As part of the partnership, Moxie Beauty has implemented Unicommerce's flagship platform Uniware, leveraging its multi-channel order management, warehouse and inventory management capabilities. The integration will help the brand optimise warehouse operations and manage fulfilment across channels through a unified dashboard.

Video Management Solutions

The brand will also deploy Unicommerce's recently launched video management solution UniCapture to automatically record and link short, timestamped videos to each order during packing and return inspections on marketplaces. These videos enable the creation of verifiable visual proof for shipments and returns, addressing a key challenge for brands dealing with e-commerce disputes and unverifiable returns.

B2B Operations

With a focus on expanding its presence across modern trade, salon partnerships and shop-in-shop formats, Moxie Beauty has additionally integrated Unicommerce's B2B suite to enable faster, accurate and error-free bulk shipments.

Management Commentary

Commenting on the partnership, Shantam Tandon, Head of Operations Supply Chain, Moxie Beauty, said, "As we scale our presence across multiple online and offline channels, having a robust and flexible technology backbone is critical. Unicommerce's platform gives us the operational visibility and control needed to manage complexity, improve fulfilment efficiency and support our next phase of growth."

Speaking about the collaboration, Kapil Makhija, Managing Director and CEO, Unicommerce, said, "Beauty and personal care is one of the fastest-evolving categories in e-commerce, with brands increasingly adopting omni-channel and quick commerce models. We are pleased to partner with Moxie Beauty and support its growth journey by enabling efficient order management, stronger dispute resolution and seamless B2B and B2C fulfilment through our technology platform."