WPP has announced the acquisition of British technology firm Cloud Commerce Group (CCG), an e-commerce solutions provider.
CCG provides multi-channel e-commerce software to retailers and wholesalers – primarily in the UK and Europe – which integrates with eBay, Shopify, Magento and Amazon. It claims to enable retailers to generate over £1 billion in total merchandise value each year. The company is headquartered in Lancaster.
Mark Reed, CEO of WPP, said: “Customers look to WPP to help them market, sell and fulfill across many e-commerce channels and marketplaces. With more than £1 billion of transactions through its platform, Cloud Commerce Group already has a clear scale and success in Manage the complex multi-channel commerce needs of global brands.
“I’m excited about how CCG’s expertise will enhance the breadth and depth of our trade offerings to drive growth for our clients.”
Following the acquisition, CCG will join the Wunderman Thompson Network to strengthen its “market-leading business and technology offering,” according to a WPP statement.
The acquisition may be driven in part by increased customer demand for better technology solutions from agency partners. A report published today by digital consultancy firm Kepler, based on a survey of more than 150 top marketers from leading brands across consumer goods, automobiles, retail and finance, found that half of top marketers believe that improving their relationship with technology platforms has been their biggest challenge. A third said their media agencies had strong enough relationships with major technology platforms.
By acquiring CCG, WPP hopes to bolster Wunderman Thompson’s credentials in the field — and to dissuade customers from investing in in-house solutions. The Kepler survey found that 69% of decision makers already use both in-house and agency support to market through their platform.