The AI-Powered Team That Runs Your Marketplace Business Like It's Our Own.
Backbone is a founder-led, AI-powered e-commerce agency. We onboard, manage, advertise, warehouse and design for 30+ brands across 10+ marketplaces, with automated workflows doing the repetitive work, so our operators spend their hours on decisions that move your margin.
Vineeth Ayyappan
Founder, Backbone Consultancy
Brands Served
+
Profitable E-Commerce Brands Since 2020
We onboard, manage, advertise, warehouse and design for brands across 10+ marketplaces, and we check every decision against your contribution margin.
Marketplace Onboarding & Account Management
Performance Marketing & Creative Design
- Founders in the account every week
- not just in the pitch.
Everything Your Brand Needs to Win on Marketplaces. Under One Roof.
Built by Operators. Measured on Profit.
Founder-led, operator-driven
The people who sell you are the people who run your account. Our founders still sit in ads dashboards and settlement reports every week.
Profit-first growth
Every decision is checked against contribution margin. We will tell you when a product should not be advertised. Most agencies won't.
10+ marketplaces, one team
Amazon, Flipkart, Meesho, Ajio, JioMart, CRED, Noon and quick commerce, managed with one data view and one point of contact.
AI-powered workflows
Settlement reconciliation, listing optimisation, ads reporting and inventory alerts run on automated workflows we built in-house, so your account gets more hours of analysis, not more hours of manual work. The same engine is becoming Backbone Digital, our SaaS platform.
In-house creative and 3D studio
No outsourcing, no hand-offs. Listing images, A+ content and product videos are produced by the team that reads your conversion data.
Deep in the Categories That Are Hard to Win.
Electronics and FMCG are the most competitive, policy-heavy categories on Indian marketplaces. That is where we have done most of our work.
Electronics & PC Accessories
Monitors, peripherals and accessories for global brands entering India, from brand registry to ads at scale.
Monitors & Displays
Managing AOC and Philips monitors on Amazon and Flipkart, including a full relaunch of both brands' marketplace presence.
Toys, Arts & Crafts
Seasonal demand planning, catalog depth and event-led ad strategy for hobby and lifestyle brands.
Backpacks, Fragrance & Lifestyle
Launch-to-steady-state support for lifestyle sellers, with creative that competes on the search page.
Real Numbers
From Real Accounts
Backed by a Founder-Led, Operator-Driven Team
The Operators
Behind Backbone
Vineeth Ayyappan
Founder & CEO
Anju Nair
Co-Founder & Head of Ads
Mohd Waseem Ansari
Head of Operations
Arun Das
Head of Sales
Questions Brands Ask
Us Before Signing.
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Which marketplaces do you manage?Amazon India, Amazon US and global, Flipkart, Meesho, Ajio, JioMart, CRED, Noon (UAE), and quick-commerce platforms including Noon Minutes and Flipkart Minutes: 10+ marketplaces in total.
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What is included in a Backbone engagement?A dedicated account manager, catalog and account-health management, marketplace performance marketing, in-house creative, optional warehousing and order fulfilment, weekly reviews and a monthly SKU-level P&L. Services can be taken together or individually.
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Do you help with international expansion?Yes. We take Indian brands to Amazon US and Noon UAE, and we onboard international brands into India.
Meet Our E-Commerce Growth Experts
What Brands Say
After Working With Us
Strong ownership, steady growth
Backbone has strengthened our India e-commerce business, driving steady growth for AOC and Philips monitors and successfully restarting our presence on Amazon and Flipkart with strong ownership and a data-driven approach.
Carol Anne Dias
Deputy Sales Director, Middle East, Africa & India (AOC / Philips Monitors)
A true extension of our team
Backbone played a key role in building a strong foundation for Lenyes in India, with structured onboarding and clear execution from day one. Their deep understanding of the electronics category makes them feel like a true extension of our team.
Hidayat Kazi
Director, Westerncom (Lenyes India)
