ADA and Opptra Unite to Propel Global Brands into Asia’s Ecommerce

On October 10, 2025, ADA announced a strategic partnership with Opptra, aimed at expanding global consumer brands into Southeast Asia’s vibrant ecommerce market. This collaboration has successfully introduced Hasbro, a leading toy and entertainment brand, into the region, with plans to onboard additional international brands in the near future.

The partnership leverages ADA’s expertise in data and artificial intelligence alongside Opptra’s extensive portfolio of global brands and category knowledge. As Southeast Asia’s digital economy continues to thrive, this alliance is positioned to facilitate access for international brands to the region’s burgeoning ecommerce landscape.

Strategic Expansion in Southeast Asia

Through this collaboration, ADA will manage and operate flagship marketplace stores for Opptra’s brand portfolio. This initiative encompasses a comprehensive suite of ecommerce services, including digital store management, AI-driven predictive analytics, marketing strategies, and performance analytics. The goal is not only to enhance brand visibility across various marketplaces but also to establish pathways for direct-to-consumer sales and omnichannel strategies.

“Southeast Asia is one of the world’s most exciting digital commerce frontiers,” stated Srinivas Gattamneni, CEO of ADA. “Our partnership with Opptra will enable global brands to enter the region’s digital marketplaces, ultimately transforming how they connect with consumers through data, AI, and technology.” He emphasized that this collaboration aims to create a foundation for sustained digital growth that extends beyond traditional sales channels.

Ranjit Babu, CEO of Opptra in the Electronics and General Merchandise sector, echoed this sentiment, asserting, “We believe that global brands can succeed in Asia by understanding each market deeply and executing with precision. Partnering with ADA allows us to achieve these objectives at scale.” He noted that together, they are well-positioned to help brands engage with millions of young, digital-first consumers across Southeast Asia effectively.

Future Prospects and Market Growth

The successful introduction of Hasbro into Southeast Asia marks a significant milestone for the partnership, highlighting the potential for further growth. With a robust pipeline of global brands across various categories, ADA and Opptra are poised to deepen their collaboration, significantly impacting the region’s digital commerce landscape.

ADA is recognized for designing and scaling trusted AI-driven commerce experiences, serving a diverse clientele across retail, consumer packaged goods, and financial services. Headquartered in Singapore and Malaysia, ADA operates in 14 markets and employs approximately 1,000 individuals, serving around 1,500 clients.

Opptra, founded with support from Binny Bansal, co-founder of Flipkart, specializes in launching and scaling global brands in Asia. The company combines industry expertise with advanced technology and a streamlined global supply chain, offering end-to-end solutions for digital brand development, sourcing, and distribution.

As the partnership unfolds, both ADA and Opptra are committed to shaping the future of ecommerce in Southeast Asia, helping international brands navigate the complexities of this dynamic market.