WPP and BigCommerce partner to strengthen global e-commerce offerings

WPP and BigCommerce, an Open SaaS e-commerce platform, announced a new strategic partnership offering omnichannel solutions to help WPP clients drive growth and maximise sales across hundreds of advertising channels and marketplaces.

This partnership will give WPP priority access to new product tools on both BigCommerce and data feed management platform Feedonomics, in addition to providing APIs and data sets that will enable WPP agencies to develop insights for clients across product, trend and purchasing data.

In a statement, WPP said, “The partnership reflects our ongoing investment in commerce offerings for clients. It includes a joint commitment from BigCommerce and us to help shared clients develop nimble commerce solutions and scale growth.”

This follows the announcement that WPP agency Wunderman Thompson has joined the MACH Alliance, of which BigCommerce is an early member.

As BigCommerce’s inaugural data partner, WPP will receive priority access to alpha and beta products as well as platform integrations including Amazon, Meta, Google and TikTok. These tools will allow teams to maximise omnichannel sales and optimise spend for both B2C and B2B clients.

WPP will help shape product development and innovation at BigCommerce with commerce specialists joining product and partner councils, in addition to receiving access to a custom training program and certification pathways. As part of the partnership, WPP will commit to upskilling 150 commerce specialists within the first year of working with BigCommerce.

Nilufar Fowler, Executive Vice President, Strategic Partnerships at WPP, said, “With the rise of social commerce, direct-to-consumer purchases and acceleration of e-commerce, brands require omnichannel expertise that meets the needs of the modern consumer. 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.”

Marc Ostryniec, Chief Sales Officer at BigCommerce, said, “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. As BigCommerce continues to expand its global footprint and move upmarket, we remain focused on modernizing the commerce experience through our world-class partner ecosystem to help brands grow and succeed."

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