E-commerce marketplace Groupon has outlined its plans for growth in the ticketing and live events sector after partnering in the UK with ticket distributor Ingresso.

Groupon said the deal means that partners will benefit from a host of new tools to enable efficiency of sales, inventory management, dynamic pricing and the ability to create bespoke promotions using real-time data. It said potential partners could include West End and regional venue owners, theatre producers, music promoters, exhibition and event organisers and marketing agencies.

Groupon said the integration – which is expected to launch in Q2 – underlines its commitment to providing an “innovative and seamless experience” for businesses selling tickets via its marketplace.

“This marks the start of a new and exciting chapter for Groupon and the clients we work with,” said John Gibson, Groupon’s recently appointed Head of Live, EMEA.

“Understanding buyer behaviour is key to creating meaningful interactions, providing a better customer experience and ultimately maximising sales on behalf of our clients, which Ingresso will enable.

“Furthermore, Ingresso represents the first step in building out our live offering through strategic partnerships pan-EMEA.”

Groupon said the integration will provide benefits to the end customer through the use of e-tickets, choice of seating from interactive seating maps and access to the full range of ticket prices.

Groupon added that while it will continue to offer discounted inventory via promotional opportunities, this announcement underpins its move away from predominantly discounted inventory to “a choice of quality experiences at market rate pricing”.

“We are thrilled to be partnering with Groupon to provide their extensive audience with more access to exciting experiences in live entertainment” said Mario Bauduin, VP Business Development for Ingresso.

“Groupon is known for giving their customers amazing deals in travel, goods & services and entertainment and by leveraging our distribution platform, we are giving them even more entertainment options to choose from.”