Barclaycard has teamed up with London-based tech startup Flubit to create a digital marketplace where smaller retailers can hawk their wares to cardholders.
Barclaycard moved into the daily deals market last summer, with a service which enables merchants to tap into its datasets to target consumers with tailor-made discounts and promotions.
Featuring deals from some of the UK's largest retailers - including Tesco, British Airways, Virgin and Starbucks - the Bespoke Offers website currently has around one million active users.
The service is set to expand later this year thanks to an agreement with Flubit, a shopping platform that aims to help smaller merchants take on the giants that currently dominate e-commerce.
Flubit helps customers get the best prices on items they were planning to buy. Users simply find a product on sites such as Amazon and enter the URL into the Flubit site.
The firm then negotiates the best deal it can get for the customer with its merchant members and hosts any transaction. Flubit says that one in three people who use the service end up buying through it and that of these, more than 60% return.
By securing a deal with Barclaycard, Flubit and its merchant members will be exposed to 35 million cardholders.
David Herrick, MD, digital marketplace, Barclaycard, says: "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 UK e-tailers."