The deployment was conducted for Ship Logic, the specialized shipping and logistics arm of the Bob Group (formerly uBid).

This milestone marks a departure from traditional, text-heavy SMS notifications toward a more interactive, app-like experience within the native messaging folder of Android devices.

Empowering a full-stack ecommerce ecosystem

Founded in 2022 after uAfrica’s acquisition of Bidorbuy, Bob Group offers a wide range of interconnected ecommerce services: Bob Shop (marketplace), Bob Go (delivery app), Bob Box (smart locker network), Bob Pay (payment solutions), and Ship Logic (shipping software).

This full-stack ecosystem helps suppliers across South Africa, especially SMEs, by simplifying order fulfilment, platform integration, payments, and shipping in a complex logistics landscape that includes rural areas and informal settlements.

To improve customer service and operational efficiency, Ship Logic needed a scalable, secure, and cost-effective communication solution to replace traditional SMS and email. Infobip introduced its RCS messaging solution, a next-generation protocol that supports rich content such as images, logos, videos, carousels, and interactive buttons.

RCS also provides verified messaging, which enhances trust and supports secure transactional communication. This feature is essential as Bob Group moves toward a paperless future with digital PINs instead of physical signatures.

Infobip’s RCS API was integrated with Ship Logic’s platform in October 2023, with minimal disruption to operations. Lerato Bojabotseha, Customer Growth Executive at Infobip, said,

“Our RCS solution offered Bob Group improved end-user engagement while maintaining cost-efficiency. The collaboration and existing partnership ensured a smooth transition.”

Measurable impact and strategic growth

Since the implementation, RCS has cut messaging costs compared to SMS while providing customers with real-time delivery updates, interactive tracking features, and two-way communication. These capabilities support Bob Group’s broader digital transformation strategy, which focuses on seamless, transparent, and human-centred customer experiences.

After Ship Logic became an independent company in July 2025, the partnership expanded beyond RCS to a scalable omnichannel strategy, including WhatsApp integration and conversational commerce. This allows for real-time, interactive engagement between couriers and customers, enhancing responsiveness, convenience, and trust.

Stephan Naudé, operations manager at Ship Logic, says:

“Expanding RCS across all Bob Group services with Infobip is central to our growth plan. Their strategic support is vital to delivering a trustworthy and humanised delivery experience.”

Setting a new standard for South African ecommerce

With South Africa’s online buyers projected to nearly double by 2029, the partnership between Infobip and Bob Group shows how innovative messaging technology can address complex logistics challenges while enhancing trust, speed, and convenience.

By combining advanced communication with a full-stack ecommerce ecosystem, Infobip allows Bob Group to provide reliable, interactive, and human-first experiences, to every customer, every parcel, every time.

The partnership aims to enhance customer communication and drive efficiencies for Bob Group’s Ship Logic platform.

Empowering Bob Group’s ecommerce platform

Bob Group was founded in 2022 after uAfrica bought a 100% shareholding in the well-established online marketplace bidorbuy.

The merged entity aims to offer “everything ecommerce” to everyone and make online buying and selling more accessible and inclusive.

The company’s comprehensive suite of B2B order fulfilment, platform syncing, payment, and shipping tools enables merchants to grow their businesses, significantly contributing to economic empowerment.

Bob Group offers five services: Bob Shop, Bob Go, Bob Box, Bob Pay, and Ship Logic. Ship Logic stands out as the company’s shipping software solution, revolutionising parcel delivery.

After making an online purchase, customers can manage orders and choose from various carriers using Bob Go.

The Ship Logic platform is an API-driven delivery management system for South African couriers. It allows couriers to integrate with other services and third parties to ensure the effective collection and delivery of their customer’s parcels .

Addressing the communication challenge

To improve customer service and drive efficiency, Ship Logic sought a cost-effective and scalable communication solution. Infobip’s RCS messaging, known for its richer content capabilities like images and logos, matches Bob Group’s digital transformation journey and offers a more secure alternative to traditional SMS and email channels.

The Infobip solution

Given the existing partnership between the two companies, Ship Logic turned to Infobip for an affordable messaging solution with tracking features.

Building on their previous collaboration in SMS services, Infobip recommended adopting RCS messaging, a relatively new concept in South Africa.

RCS offers a modern industry standard for messaging, enabling richer, more dynamic, and secure conversations that surpass the limitations of traditional SMS.

RCS, currently available on the Android mobile operating system with plans for future iOS expansion, allows the integration of images, logos, and enhanced interactive features within messages.

Infobip seamlessly integrated its RCS API with Ship Logic’s system, completing the transition to this messaging platform in October 2023.

Andrew Egan, Africa regional sales director at Infobip, highlighted the strategic benefits of the RCS solution:

“The power of our RCS solution made it an obvious choice for Bob Group, offering an enhanced end-user experience without compromising cost-effectiveness. With our implementation framework already in place, collaboration ensured a seamless transition.”

Smooth implementation and positive outcomes

The project implementation was smooth, requiring minimal manual effort. Transitioning to RCS significantly reduced operational costs for Ship Logic, as RCS is proving to be a more affordable channel than SMS. Moreover, the enriched content capabilities of RCS enhanced the user experience, perfectly aligning with Bob Group’s digital transformation strategy.

By adopting RCS, Bob Group now offers customers a more authentic and secure communication channel, improving brand authenticity for couriers and ensuring the security of parcel deliveries. Infobip’s dedicated numbers guarantee reliable and efficient transactional messaging between Ship Logic’s system and customers.

Stephan Naudé, Operations manager at Ship Logic, emphasised the strategic significance of this partnership:

“The future for Bob Group is to incorporate all of our services with RCS through Infobip and use the full spectrum of their services. That is part of our growth plan, and Infobip will be part of our technology journey.”

Looking ahead

This collaboration between Infobip and Bob Group sets a precedent for future technological advancements in the South African ecommerce sector.

As Bob Group expands and innovates, integrating RCS across all its services will drive growth and enhance customer satisfaction.