ccavenue_highresOnline payment services provider CCAvenue* and UAE-based financial institution Mashreq have partnered to launch an e-commerce and m-commerce payment solution in UAE, reports albawaba.

According to the report, for smaller businesses and individuals the payment solution will offer easy integration and better customizations, which helps speed up the time it takes them to go live, along with 24*7 customer support. For larger enterprises the platform will provide automated electronic invoicing through SMS and email, multiple currency processing, marketing tools and social media in-stream payments (S.N.I.P) among other features.

A social engagement, online brand marketing and performance analytics tool called CCAvenue Brand 360°, will also be provided to its enterprise customers. The platform will also feature the Smart Dynamic Routing system, that switches to the best performing gateway based on its success rate, and will operate cross platform on any device.

CCAvenue had previously re-launched as an e-commerce suite, with features like a DIY webstore, analytics solution, reputation monitoring, website uptime, facebook and twitter management, facebook apps, dynamic routing and billing in 27 currencies in India, in January this year. The company had then moved its existing customers to the new platform.

The same month, the company’s CMO Mohan Nair spoke to MediaNama about this shift and said that the payment gateway marketplace is too crowded now, with every new player trying to elbow each other out for the same merchants instead of concentrating on the fast growing e-commerce space. He also said that CCAvenue has no plans to launch a wallet as they want to remain merchant neutral.

In UAE, the company will compete with other payment solutions like PayFort, innovate payments, Network and 2Checkout. As of now, CCAvenues claims to power thousands of online merchants in India, including Cleartrip, Yatra,, Makemytrip, GoDaddy, Airasia, Samsung and Amway among others.

*Disclosure: CCAvenue is an advertiser with Medianama