Loyalty Program Integration into a Superapp

About the Client

The client is a payment platform and open ecosystem for mobile consumers and multi-country e-commerce. Their flagship product is a superapp built around a mobile wallet — uniting a marketplace of services including FMCG retail, taxi, food delivery, airline tickets, healthcare, and public services.

Alongside the consumer app, they operate a merchant app for accepting payments, generating QR codes, tracking transactions, and processing refunds — and a universal point-of-sale supporting VISA, QR payments, e-wallet, and connections to the National Processing network.

Problem / Challenge

What the client came with

The client had built a robust payment infrastructure, but lacked a mechanism to drive long-term user retention and increase purchase frequency within the superapp. The goal was clear: create a reward system that would motivate users to transact more often, engage with different services inside the ecosystem, and make the platform more attractive for merchant partners.

“Our main goal when creating the loyalty functionality was to make a mechanism that would increase the frequency of use of the application and keep users on the platform in the long term. We wanted to create a reward system that would encourage users to make purchases and use various features of the application, as well as increase their loyalty and satisfaction. It would also make our solution more attractive for business.”

— CEO of the client company

Why not build in-house?

The client evaluated the option of building their own loyalty engine from scratch. After analysis, they decided against it — the cost, time to market, and engineering complexity were significant barriers. They needed a partner with proven expertise in loyalty systems who could deliver a reliable, scalable solution faster and more cost-effectively than internal development.

“We considered several options. One of them is the development of our own loyalty system. As a result, we decided to take as a core a solution from a trusted partner who had extensive experience working with similar systems. This made it possible to significantly reduce the development time and the cost of creating the system, as well as to ensure high reliability and security.”

— CEO of the client company

Key requirements for the technology partner

When selecting a development partner and software solution, the client defined clear criteria:

For the team: relevant experience with similar projects, strong engineering competencies, proven reputation, technological maturity, financial stability, and flexibility in cooperation.

For the platform: modern API integration capabilities across multiple systems and platforms, high-performance infrastructure to handle large data volumes, and strong security for both system and user data.

Solution

WebbyLab integrated the Loyalno white-label loyalty platform comprehensively across the client’s entire ecosystem — covering the consumer superapp, the merchant app, the POS system, and the provider’s back-office management environment.

What was implemented

For the client as a loyalty program provider:

• Loyalty management plugin embedded directly into the superapp — enabling configuration and control of the entire loyalty program from within the platform.
• Multi-tenant SaaS provider back-office — giving the client’s team full visibility and control over all merchants, reward rules, and analytics in one place.

For end consumers (superapp):

• Discounts, points, and cashback — all accessible from within the wallet interface.
• Search and discovery of merchants offering cashback and promotional rewards.
• Personalized offers based on purchase history and in-app activity.
• Seamless payment and reward accrual in a single flow.

For merchants (Business app & POS All in One):

• Setup and management of loyalty program rules and conditions.
• Flexible reward configuration — setting and adjusting bonuses for program participants.
• Behavioral analytics — monitoring and analyzing how loyalty program members engage.
• Integration with POS systems, CMS platforms, and other business tools.

Deployment model

The solution was deployed as an integrated white-label product spanning four surfaces: the consumer superapp, the merchant mobile app, the POS system, and the provider management back-office.

Integration complexity

The project required integrating across multiple systems simultaneously: the e-wallet, QR-based payment flows, the merchant app, and POS terminals connected to the National Processing network. The loyalty logic had to work consistently across all these touchpoints without disrupting the existing payment UX.

“During the implementation, we constantly analyzed user data and feedback in order to improve and optimize the loyalty functionality. For example, we have changed the system for accruing bonuses and the conditions for their use in order to make them more attractive and easier to understand. We also added new features and adjusted the functionality to the changing needs and requirements of users and business partners.”

— CEO of the client company

Results

After launching the loyalty program across the ecosystem, the client saw tangible improvements across both the consumer and merchant sides of the platform.

Consumer side (superapp):

• Increased consumer engagement and activity within the app.
• Improved customer acquisition — loyalty perks became a draw for new users.
• Growth in average transaction value.
• Better analytics and understanding of customer preferences and behavior.
• Overall profit increase driven by higher transaction frequency.

Merchant side (business app & POS):

• Added value for existing merchant partners through a differentiated loyalty offering.
• Increase in the number of business clients onboarding the platform.
• Expansion into new merchant segments and markets.
• More cross-merchant collaboration cases within the ecosystem.