ETP Unify

What ETP Unify does

ETP Unify, a product of ETP Group Pte Ltd, is an AI-powered, cloud-native unified commerce platform for enterprise and mid-market retailers, launched in 2024 as the successor to the company's ETP V5 omni-channel solution. The platform consolidates POS, CRM, Inventory, Promotions, Order Management System (OMS), Product Information Management (PIM), Warehouse Management System (WMS), and AI capabilities onto a single central database with real-time data synchronization across all channels and locations. AI is embedded in recommendation engines for personalization, fraud detection within the OMS, and clienteling workflows for upselling and cross-selling. The platform targets large-scale and mid-scale retailers with multi-channel operations, addressing fragmented systems, data silos, reconciliation gaps, and inconsistent customer experiences.

ETP Group was founded in 1988 by Naresh Ahuja in Singapore and has expanded into 17+ countries across Asia Pacific (Singapore, Indonesia, Philippines, China, South Korea), South Asia (India), and the Middle East (UAE). The company maintains three core product brands: ETP Unify (flagship unified commerce platform), ETP V5 (legacy omni-channel solution), and Ordazzle (AI-powered e-Commerce management platform launched in 2023). Distribution is direct enterprise field sales with inside sales support for mid-market, supplemented by active participation in industry events (NRF APAC, Indonesia Retail Summit, NRCE Philippines, AWS Retail Day Philippines). Named enterprise customers include Tupperware India, Matahari, CCI Ltd., Sonak Corp., and Pepe Jeans, spanning consumer goods, fashion, sports retail, and apparel verticals.

The business model is enterprise subscription-based with annual billing cadence and quote-based pricing (specific tier structures not publicly disclosed). ETP operates as a privately held, founder-controlled company with no disclosed external institutional funding, venture capital, or private equity investment. Headcount is reported at 101-250 employees, and the company maintains long-tenured strategic alliances, notably with IBM (since 1994) and formerly with Intentia/Infor (since 1997), reflecting decades of retail software domain expertise. The company has localized software for regional languages and regulations, with major geographic expansion into Indonesia (2007), Philippines (2008), and China and South Korea (2016-2019).

Name

ETP Unify

Legal name

ETP Group Pte Ltd

Website

https://etpgroup.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

ETP Unify is an AI-powered, cloud-native unified commerce platform launched in 2024 by Singapore-based ETP Group, serving enterprise and mid-market retailers across 17+ countries in Asia Pacific, India, and the Middle East with integrated POS, CRM, OMS, PIM, WMS, and AI capabilities.

Ownership category

akta.pro rank

Product category

Retail Management Software

NAICS

Custom Computer Programming Services (541511), Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Retail ERP (Merchandising, POS Back Office) (HDAEAEAD)

akta.pro secondary industries

ERP Extensions & Add-ons (CPQ, Billing, Revenue Management) (HDAEAEAO), Distribution & Wholesale ERP (Inventory, Order, Warehouse) (HDAEAEAC)

Keywords

• Unified commerce platform
• Retail management software
• Point of sale systems
• Order management software
• Omni-channel retail

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Platform Subscription: Cloud-based unified commerce platform subscription model providing access to POS, CRM, inventory, promotions, OMS, PIM, and WMS capabilities with ongoing updates and support

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

ETP Unify is an AI-powered, cloud-native unified commerce retail platform that synchronizes sales, inventory, customer data, and promotions in real-time across in-store, online, and mobile channels. It integrates POS, CRM, Inventory, Promotions, OMS, PIM, WMS, and AI capabilities into a single central database to enable seamless omni-channel retail operations with minimal IT overhead. The platform serves enterprise and mid-market retailers across Asia Pacific, India, and the Middle East, with related offerings including ETP V5 (omni-channel retail solution) and Ordazzle (AI-powered e-Commerce management platform).

Product overview

ETP Group offers a portfolio of three core retail technology platforms: ETP Unify (cloud-based unified commerce platform with POS, CRM, Inventory, Promotions, OMS, PIM, WMS, and AI capabilities), ETP V5 (omni-channel retail solution for integrating physical and digital retail), and Ordazzle (AI-powered e-Commerce management platform). These products serve as integrated solutions across retail channels, with ETP Unify as the flagship unified commerce platform launched in 2024, ETP V5 as the legacy omni-channel solution, and Ordazzle focused on multi-channel e-Commerce optimization.

Differentiator

Problem solved

Functional benefit

Brands

• ETP Unify: A unified commerce retail platform that synchronizes sales, inventory, customer data, and promotions in real-time—delivering seamless retail operations with minimal IT overhead.
• ETP V5
• Ordazzle

Products and services

• ETP Unify A single, cloud-based unified commerce platform that synchronizes sales, inventory, customer data, and promotions in real-time—delivering seamless retail operations with POS, CRM, Inventory, Promotions, OMS, PIM, WMS, and AI capabilities for enterprise and mid-market retailers.
• ETP V5 A secure, scalable omni-channel retail solution that seamlessly integrates physical and digital retail for large-scale to mid-scale retailers, enhancing customer engagement and fulfillment.
• Ordazzle An AI-powered, cloud-native e-Commerce management platform that optimizes multi-channel operations across the entire value chain for faster, smarter, and more profitable growth.

Quantifiable outcome

• Eliminates reconciliation gaps and reduces audit delays for financial year-end closing
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• Intentia (now Infor)coreStrategic or Co-development Partner · 1 January 1997Global alliance with Intentia (now part of Infor) in 1997, creating a global service delivery team with offices in London, New York, and Singapore. Intentia business was later acquired by Symphony Capital in 2004.
• IBMcoreTechnology or Integration · 1 January 1994Strategic partnership with IBM established in 1994, enabling ETP to scale solutions on IBM i-series platform and reach more enterprise clients

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Manhattan Associates: Manhattan Associates is a global leader in supply chain, inventory, and omni-channel retail solutions, directly competing with ETP Unify in unified commerce for large retailers. Both target enterprise retailers with integrated POS, inventory, and order management capabilities.
• Vinculum Solutions: Vinculum is an India-headquartered unified commerce platform providing OMS, PIM, WMS and multi-channel retail software. It is the closest direct regional competitor to ETP Unify, serving the same APAC/India mid-market and enterprise retailers with a comparable product suite.
• Aptos: Aptos provides retail POS, unified commerce, and merchandise planning software to specialty and general merchandise retailers globally. It is a direct functional competitor to ETP Unify with comparable omni-channel and inventory synchronization capabilities.
• iVend Retail (CitiXsys Technologies): iVend Retail by CitiXsys is an omni-channel retail management platform offering POS, inventory, CRM, and loyalty on a unified database — directly comparable to ETP Unify's architecture and target customer base in emerging markets.
• LS Central (LS Retail): LS Central provides retail ERP and POS solutions built on Microsoft Dynamics, serving mid-market and enterprise retailers with omni-channel capabilities. It competes head-to-head with ETP Unify for retailers seeking unified commerce functionality.
• Unicommerce (Unicom Tech): Unicommerce is an India-based e-commerce and retail OMS/PIM/WMS platform serving enterprise and SME brands. It is a direct Asia-market competitor to ETP's Ordazzle and ETP Unify offerings, particularly for digitally native retailers.

Broad incumbents

• Blue Yonder: Blue Yonder (formerly JDA Software) is a global incumbent in supply chain planning, inventory optimization, and retail execution. It competes with ETP Unify at the high end of the enterprise retail market with a broader, planning-centric portfolio.
• SAP (SAP S/4HANA Retail and CAR): SAP's retail offerings (S/4HANA Retail, CAR) bundle merchandising, inventory, and omnichannel capabilities into a broader ERP suite. SAP competes with ETP Unify at the very large enterprise tier with much greater R&D and global SI backing.
• Oracle Retail: Oracle Retail offers merchandising, planning, and supply chain solutions as part of the broader Oracle Cloud suite. It is a broad incumbent competitor to ETP Unify, particularly for retailers seeking integrated ERP-cloud modernization.
• Shopify: Shopify (including Shopify Plus) is a global commerce platform widely adopted by retailers moving online-first. While more digitally native and SMB-oriented, it increasingly competes with ETP Unify for mid-market retailers prioritizing fast time-to-value over deep ERP integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/etpgroup
• Facebookfacebook.com/etpgroup
• LinkedInlinkedin.com/company/63208

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ETP Unify