LISTED Universal Robina Corp. (URC) highlighted the success of its Facebook-based social commerce platform, which allows sarisari store owners to order products from its distributors online.

In a statement, the food and beverage arm of JG Summit Holdings Inc. said they launched the program in October to allow local neighborhood retailers to replenish their stocks through Facebook.

The firm noted that the platform received several thousand messages within the first two weeks of its launching, while sales surpassed the target six times by November.

URC Vice President for Customer Development in Southeast Asia Oscar Villamora said the sales platform has a central feature which serves as a “digital concierge” named “Ate Chat.”

Villamora said it is responsible for receiving and answering the queries of sari-sari store owners.

“She also provides products and price lists and promos, and then directs those with queries to where they can order what they need online from distributors nearest them,” he continued.

According to Villamora, URC is now planning for its “next phase of growth” and sees it creating a “sustainable ecosystem” which would drive the company’s social commerce.

“It will soon automate community management and its ordering system,” he added.

URC posted a 51-percent higher profit of P3.2 billion in January to March on the back of better operating income, lower foreign exchange losses, controlled financing costs and the benefits from the recently signed Comprehensive Recovery and Tax Incentives for Enterprises Act.

Shares of URC inched up by 90 centavos or 0.65 percent on Wednesday to end at P140 apiece on Wednesday.