WPP has entered a new ‘strategic partnership’ with ecommerce platform BigCommerce in a bid to help WPP clients drive growth and maximise sales across hundreds of advertising channels and marketplaces.
The partnership with BigCommerce – a leading Open SaaS ecommerce platform – will give WPP priority access to new product tools on both BigCommerce and data feed management platform Feedonomics.
The ecommerce platform will also provide the ‘big six’ agency group with APIs and data sets that will enable WPP agencies to develop unique insights for clients across product, trend and purchasing data.
According to WPP, the collaboration reflects the group’s ongoing investment in its commerce offer for clients. The pair have made a commitment to help shared clients develop nimble commerce solutions and scale growth.
As part of the partnership, WPP will also receive ‘priority access’ to alpha and beta products as well as platform integrations including Amazon, Meta, Google and TikTok. These tools will allow companies to maximise omnichannel sales. The agency group has also pledged to upskill 150 commerce specialists within the first year of working with BigCommerce.
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“With the rise of social commerce, direct-to-consumer purchases and acceleration of ecommerce, brands require omnichannel expertise that meets the needs of the modern consumer,” WPP executive vice president of strategic partnerships, Nilufar Fowler, said.
“WPP is a leader in commerce services, alongside our strength in strategy, media, creativity and integrated experience, and this partnership with BigCommerce reflects our commitment to continue to develop a unique commerce offering for our clients.”
BigCommerce chief sales officer, Marc Ostryniec, added: “Bringing WPP’s global capabilities to our joint customers is of tremendous value. The combination of the BigCommerce platform and WPP is unlike anything we have previously done. We are already unlocking opportunities for joint customers worldwide to drive revenue and accelerate growth by bringing to market truly innovative solutions for omnichannel commerce.”
