In September 2025, Concentrix acquired SAI Digital, an enterprise CX transformation provider specializing in ecommerce and marketing automation, based in Vietnam. I spoke with SAI Digital to understand the company’s fit in Concentrix’s technology services portfolio and the increasing focus on effectively utilizing AI within the marketing function.

Accelerator for ecommerce technology

SAI Digital started in 2012 as an engineering house for SAP Commerce (Hybris at the time) in Vietnam. Today, the company offers consulting, design, development, testing, and optimization of web and mobile apps, online marketplaces, omnichannel ecommerce platforms, forecasting tools, and fulfilment platforms. It has experience integrating ecommerce tools with ERP systems and payment gateways and building marketing automation solutions (e.g., email campaign automation).

The company has an Integrated Lifecycle Model (ILM), which encompasses design, build, run and grow processes with unified accountability. With ILM, SAI Digital aims to deliver complete transformation from strategy through continuous optimization under one team.

SAI Digital now works with an ecosystem of marketing and ecommerce enterprise platforms, including SAP (Silver Partner), Sitecore (Silver Partner), Salesforce, Shopify Plus, Stripe, Qualtrics, Adobe, OutSystems, and Microsoft Dynamics. It also marries commerce with CRM systems using pre-built integration accelerators. For Salesforce, SAI Digital is a Launch Partner for the automotive and manufacturing cloud. It also delivers brand strategy and social media marketing approaches, produces content and digital assets, and provides UX/UI.

Post implementation, SAI Digital monitors ecommerce and digital asset performance, runs analytics, generates customer insights, optimizes conversion rates, manages digital campaigns, and offers platform support 24x7.

SAI Digital has ~200 resources in Ho Chi Minh, Vietnam, ranging from project managers, certified platform engineers, and data scientists to content creators, graphic designers, and social media managers. It also has six business development offices in its target markets of Japan, South Korea, and China, but coverage is across Asia, A&NZ, and the U.S. The presence in Vietnam is strategically beneficial for the Japanese market. SAI Digital has Japanese-speaking project managers who provide direct client communication and an understanding of Japanese business culture and practices. The large-scale manufacturing base in Vietnam, notably in the automotive sector, also benefits the company in promoting its offshore capability. 

For FY24, SAI Digital had ~$10m revenue.

E2E market opportunity

SAI Digital works primarily with enterprises across their B2C, B2B/E2E, and B2B2C markets. Its client base comes from the automotive sector with several of the largest Japanese OEMs, manufacturing, consumer electronics, retail, CPG, apparel, and financial services. Over the years, it has implemented ~100 projects, with B2B use cases forming half of the work.

While consumer ecommerce has led in AI adoption and innovation cycles, the B2B/E2E commerce space is rapidly catching up, with enterprises looking to offer a similar level of CX and EX in the buying journey. The goal is to create smart orders with automated product recommendations, calculate optimal quantities, and trigger restocking based on predictive insights.

An example SAI Digital project is for an Australian heavy equipment manufacturer with an outdated commerce system lacking scalability, marketing capability, and efficient customer support. SAI Digital employed human-centered design to elevate the B2B experience and introduced a field sales platform with global scalability, and rolled it out to 14 markets in the U.S., U.K., and EU in five languages. New functions included a custom search by parts’ serial number, online customer support ticketing, and integration between SAP Commerce Cloud and SAP ECC to support high volumes of data. SAI Digital also implemented a new payment gateway for multiple currencies.

Composable stack-based app design

Enterprise marketing functions and the CTOs supporting them are actively looking to optimize the ROI of their existing MarTech stack by deploying AI across all ecommerce processes and disparate customer databases. Their overall focus is on technological flexibility and speed-to-market. This paramount need for agility drives a sizable growth opportunity for ecommerce technology specialists such as SAI Digital.

SAI Digital is responding to these enterprise needs by creating cloud native microservices-based architecture (MACH) for its marketing and CX applications, from content management systems and CRMs to data hubs for preparing data for the AI-based apps and ecommerce platforms. This composable stack-based app design offers not only agility and faster speed-to-market but also scalability, reusability, and ease of maintenance.

An example client is a Japanese automotive OEM looking to increase the new vehicle sales conversion rate and optimize its used vehicle repurchase program in the Philippines. The brand had low customer engagement with the existing digital solutions. Their legacy CRM struggled to create a 360-degree view of customers and could not effectively capture leads. SAI Digital optimized the SAP Commerce Cloud to enable an omnichannel experience from the website to the mobile app. The enhanced data management increased one-on-one personalization across channels. It also improved CX in after-sales service with periodic maintenance reminders, service bookings, insurance renewals, and included IoT data for real-time vehicle information. SAI Digital also launched AI vehicle appraisal functionality and the surrounding application for dynamic pricing of repurchased cars. Within one year of implementation, the automotive brand added ~150k new customers and achieved ~200% increase in revenue KPIs.

In 2022, the company launched AI/ML proprietary accelerators under its “SmartCX” framework. The name highlights the integrated nature of customer experience, marketing, creative, and AI while being ecommerce platform agnostic. SmartCX consists of:

• SmartCommerce: AI/ML-powered accelerators addressing key digital commerce and customer experience pain points with 30 use cases
• SmartLoyalty: intelligent customer retention solution providing accrual events and highly personalized experiences
• SmartApp: apps built on the MACH architecture.

An example of SmartCommerce deployment is for a Japanese B2B supplier of beauty salon equipment, materials, and cosmetic products. SAI Digital launched a GenAI-based virtual assistant on their two online sales sites for salon owners to discover the ~900k product range, find alternatives, retrieve pricing and promotion info, and place and track orders in a natural language conversation. SAI Digital migrated the business to SAP Commerce 6.2, set up omnichannel processes and flows, and activated customer-specific promotions and pricing, including product subscriptions for 2.5x higher customer acquisition. Over three years, the client grew its SKUs by 100%.

End-to-end offerings in AI-powered ecommerce, marketing, and CX

A sizable part of SAI Digital’s recurring revenues comes from maintaining ecommerce sites. With access to the broader Concentrix support capabilities (including from within Vietnam), SAI Digital wants to provide 24x7 digital operations for ecommerce with customer care, technical support, and sales. One of the main direct benefits is combining with Concentrix to bring technical engineering, operational scale (~450k people), and CX expertise under unified accountability, eliminating the vendor coordination overhead faced by clients with fragmented approaches. A natural target vertical is automotive, where Concentrix already has considerable dealer marketing and localization expertise.

Concentrix’s dedicated performance marketing function and VOC analytics and insights practice are also highly complementary to SAI Digital’s marketing offerings with the first steps already underway in Japan.

SAI Digital is also looking to benefit from Concentrix’s technology development strength (e.g., out of India), specifically around the creation of low- and no-code marketing solutions to cater to the faster transformation requirements of ecommerce clients. Example areas are automated content generation and real time catalog management.

Concentrix has been actively building an end-to-end sales, marketing, and CX services portfolio, with SAI Digital being the latest among a string of acquisitions and investments in CX and EX design and consulting, B2B sales, and technology products and services. While the strategy is clear, the larger challenge of integrating these offerings could be unlocked more easily through the advent of AI. Concentrix is already positioning its iX suite of GenAI and agentic AI platforms to various internal and externally-facing enterprise functions. The role of AI is quickly evolving from a transformation lever to the main provider of enhanced experiences at scale across all customer touchpoints, of which ecommerce is naturally offering the fastest ROI.