Komerz appoints Chit Ratnayake as Global Chief Ecommerce Officer

Komerz has announced the appointment of Chit Ratnayake as Global Chief Ecommerce Officer, with Ratnayake also joining the company as an investor.

Appointment details

Chit Ratnayake brings extensive experience to Komerz, having previously served as Global General Manager for Direct-to-Consumer (D2C) Ecommerce at Reckitt and held executive roles at Unilever. Over a 15-year career, Ratnayake has led high-growth eCommerce and D2C strategies across multiple global corporations, managing operations on five continents.

At Reckitt, Ratnayake was responsible for the profit and loss performance of direct-to-consumer operations, where he exceeded growth projections by 50% year-on-year. He played a key role in introducing brands such as Durex into several European Union markets and India, utilising data-driven insights from D2C initiatives to expand presence across larger eCommerce platforms.

Role and strategy

Komerz, a distributor focused on omni-channel commerce solutions, is aiming to scale its eCommerce operations globally. The appointment of Ratnayake as Global Chief Ecommerce Officer and his investment in the company reflect Komerz's intention to support challenger brands in accessing international markets efficiently.

"I am excited to be part of a new marketing, sales and distribution model that has the capability to build and push brands out globally. A one-stop shop across every channel, online and offline. It's something that most brands only dream about and we have the potential to hyper scale it quickly," said Chit.

Ratnayake's remit at Komerz will involve enabling brands to scale across new online channels around the world, encompassing direct-to-consumer, marketplace, social commerce, and quick commerce sectors. The company's integrated approach to distribution coincides with increasing demand from challenger brands for solutions that can accelerate international market entry.

Industry context

His appointment comes at a time when traditional supply chain models are undergoing significant change. Supply chain pressures and shifting consumer behaviours have prompted many brands to favour integrated, technology-driven solutions over conventional distribution partnerships.

"The days of fragmented supply of goods to achieve global reach is starting to diminish and Komerz is leading that movement," said Chit. "As we piece together all parts of the supply chains, marketing, platforms and processes we are building a fully integrated global model. A brand can come to Komerz and be catapulted to all countries and all channels in weeks instead of waiting months or years."

Ratnayake's role is expected to focus on driving revenue and sales growth for partner brands in new markets, as well as improving consumer experiences through robust omni-channel strategies.

Background

Ratnayake's professional background includes an early career at Goldman Sachs International, following a Masters in Engineering at University College London. He then transitioned into private equity, overseeing the development, investment, and public offering of technology businesses. His skills in operational scaling, investment, and eCommerce management are seen as aligning with Komerz's business model, which promises a comprehensive, global distribution and sales platform for brands.

Komerz positions itself as a partner for brands seeking to expand internationally without the overhead and risk of traditional distribution models. The company provides a profit-sharing approach designed to simplify entry into new markets and retail channels for challenger brands.