- Digital commerce solutions provider Flywheel is being acquired by marketing and advertising company Omnicom.
- The deal is expected to close for $835 million in the first quarter of next year.
- Omnicom plans to integrate Flywheel’s Commerce Cloud product and transaction data into its audience and behavioral data.
Owned by data and e-commerce optimization company Ascential, Flywheel was founded in 2014 and offers a suite of tools to help companies grow their digital commerce operations by selling more efficiently on marketplaces such as Amazon, Walmart, and Alibaba. Among the tools in the Flywheel Commerce Cloud are AI-powered content recommendations, automated fee recovery, retail performance analytics, and more.
Switzerland-based Omnicom offers services for advertising, strategic media planning and buying, precision marketing, commerce and branding, customer relationship marketing, public relations, healthcare marketing, and other sectors. The company has more than 5,000 clients spread across 70+ countries.
“The acquisition of Flywheel significantly broadens our reach and influence in the rapidly expanding digital commerce and retail media sectors, two of the fastest-growing parts of the industry,” said Omnicom Chairman and CEO John Wren. “Together, we will seamlessly integrate our offerings across retail and brand media, digital and in-store commerce, and CRM, ultimately delivering superior results for our clients.”
With 4,500 brands as customers, Flywheel and its Commerce Cloud manage “tens of billions”of dollars in product sales and “billions” of dollars in advertising spend on an annual basis across digital marketplaces. Once the acquisition is complete, Flywheel Commerce Cloud’s product and transaction data will be connected to Omnicom’s audience and behavioral data. Logistically, Flywheel will serve as what Omnicom is calling a “Practice Area.” Ascential CEO Duncan Painter will lead the newly created division.
Today’s deal is an example of how data-driven decision making has infiltrated the world of retail and ecommerce. Banks and fintechs can take note: leveraging data-driven insights is becoming tablestakes across multiple sectors, and is something consumers are growing to expect.