Global agency group WPP has this week announced the purchase of Montreal-based e-commerce agency Diff as it looks to expand its partner network in Canada.

Through the acquisition, the British firm will be hoping to strengthen its digital commerce capabilities and reflect its ongoing commitment to invest in its commerce offer for clients.

“This acquisition boosts Wunderman Thompson’s commerce and technology ecosystem across North America, bringing Shopify expertise to our roster of well-established technology partnerships,” Wunderman Thompson Commerce CEO, Neil Stewart said.

“Our global clients will now have access to the expertise of one of Shopify’s longest standing partners and its multichannel platform that caters to 600 million shoppers in more than 175 countries. Together we offer brands and retailers extended routes to market, including D2C, marketplaces, eRetail and social commerce.”

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Diff, which currently employs a large team of over a hundred will be placed within Wunderman Thompson’s wider global network.

Diff founder and CEO, Benjamin Crudo added: “We couldn’t be more excited to join the ranks of Wunderman Thompson, bringing Shopify’s disruptive power to its global client base.

“Ecommerce has been radically reshaping the way brands bring their products and services to market, and Diff has been at the forefront of this revolution. As one of Shopify’s founding and most innovative agency partners we’re looking forward to continuing to expand the platform’s reach.”