Barclaycard has teamed up with London-based Flubit, a shopping platform that aims to enable small retailers to promote bespoke offers to cardholders.

Barclaycard launched the Bespoke Offers website last summer, allowing merchants to target consumers with daily tailor-made discounts and promotions, including hotel rooms, dining deals and groceries shopping.

The platform already features deals from some of the UK’s largest retailers, including Tesco, British Airways, Virgin and Starbucks, and has around 1m active users.

The partnership with Flubit will expand the service to smaller merchants which will be exposed to 35m Barclaycard customers.

David Herrick, managing director, digital marketplace at Barclaycard, said: "Flubit is one of the most exciting new companies in the e-commerce space right now and its technology will allow us to build on what we have already created at Bespoke Offers to give all UK consumers personalised offers and create significant sales opportunities for the UK e-retailers."

Flubit helps customers get the best prices on items and services, by negotiating deals with its merchant members and hosting the transactions. According to the start-up, one on three people using the platform ends up buying through it.

The extended scheme is set to launch later this year.

The ‘bespoke e-commerce’ seems to be a growing trend in the UK.

Earlier this week, the Contis Group launched its new ‘Gift and Loyalty Company’ brand to offer tailored gift card solutions to retailers.

Last year, Lloyds Bank partnered with American company Cardlytics to launch the ‘Everyday Offers’ brand, thus providing its customers with relevant offers – and cash-back – from e-retailers such as Argos, Eat, Gourmet Burger Kitchen or The Body Shop.

At the time, Ashley Machin, digital banking director at Lloyds Bank, commented: "We are confident that Everyday Offers will be a very popular programme with our customers.

"We have worked hard to deliver tailored offers so that people can feel rewarded for the sort of shopping they already do."

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