About IFFCO Urban Gardens

IFFCO Urban Gardens sells plant nutrition, plant protection, potting mixes, seeds and tools to home gardeners across India. The brand is run by Aquagri Greentech Pvt Ltd, set up by IFFCO - one of the world’s largest fertiliser cooperatives, to bring its agricultural expertise to urban gardeners.

The catalogue is agricultural-grade products in home-garden sizes, plus multi-product combos sold as standalone SKUs. With so many related products, cross-selling isn’t a nice-to-have; it’s a must.

The Challenge 

In July 2025, the team started looking for ways to increase their average order value (AOV). They found Rebuy on the Shopify App Store, installed it, and it worked - AOV rose by about 10%. For the next year, there was no reason to change.

Then three things shifted.

1. The lift plateaued. The initial AOV improvement held, but it wasn't continuing to compound.
2. The partnership changed. Rebuy’s support became more focused on critical issues, with customisations billed separately. For the team, that meant less hands-on guidance on how to get more from the platform.
3. The setup became harder to justify at scale. Rebuy priced by placement type- cart and product page on one plan, checkout and post-purchase on another. Adding a placement outside their band meant another charge, and the team wanted room to test without a new line item each time. 

“If I am paying a certain amount, I would expect a certain level of merchant support at least - which in our case they pulled at the latest stages. If I am working with a tool, working with a partnership, I would expect a level of communication to be maintained between us.”

Rounak

Growth Associate

The Solution 

Rounak took demos from several vendors. 

3 reasons Selleasy made the cut.

• Demo and support - The demo showed that Selleasy understood their business rather than simply running through a feature list, and the collaboration through the evaluation confirmed it.

• Predictable pricing - Selleasy prices on order volume, so they knew what they were paying for and the ROI was easy to see. 
• Consolidation - Dealeasy (Volume Discounts) and Dibs (Pre-Orders and Back in Stock) are now consolidated into one subscription, so AOV, bundling, and preorder logic don't require three separate subscriptions as was the case with Rebuy.

Migration was done in just a month, without much technical intervention required. The placement decisions mutually agreed upon with the IFFCO UG team were carried out and campaigns were quickly launched.

Three widgets that Rounak’s team relies on: 

• Frequently Bought Together on the product page, powered by Selleasy's AI recommendations.

• You May Also Like (Shop the collection) at the bottom of product pages
• Product add-ons on the product page

Go Live and The Future

The Logbase team configured three AI-powered campaigns for them, one each for Shop the Collection, Product Add-ons, and Frequently Bought Together.

Rounak’s team took it from there and launched 44 more campaigns across the same three campaign types, using specific products as triggers.

That is the outcome worth noting. They switched because setup guidance had disappeared from their previous app. With Selleasy, they got the initial guidance and were able to take over the setup themselves.

One plan instead of per-placement pricing

They moved to Selleasy's Enterprise plan, where the placements they need are covered together rather than charged separately.

Should You Change Your AOV Partner?

IFFCO Urban Gardens didn't switch because something broke. They switched because they checked three things.

1. Is the gap between what you pay and what you earn narrowing?

Add the subscription, any revenue share, and what customisations cost you. Compare that against the incremental revenue. The question isn't whether you're ahead; it's whether you're less far ahead than last year.

2. Are you paying separately for every placement you add?

If a new widget means a new charge, or a new app, your costs grow every time you try something.

3. When something breaks, how long do you wait?

Hours is a support model. Days is not.