Ecommerce News

Daily Research News Online no. 34307

WPP Buys Canadian eCommerce Agency Diff

December 8 2022

WPP has acquired full-service eCommerce agency Diff, whose offer includes site optimisation and user testing. Terms of the deal have not been disclosed.

Benjamin CrudoFounded in 2011 by Benjamin Crudo (pictured), Canada-based Diff specializes in growth strategy, front-end design, site optimization and system integrations, which it says has enabled it to create ‘innovative, complex and high-performing online stores’ on the Shopify platform. Its range of services includes usability testing to identify the gaps between user experience and user perceptions, UX audits, comparative and competitive analysis, and an approach to understand the needs of customers and re-design their experiences.

WPP says the acquisition will further strengthen its digital commerce capabilities, and reflects the company’s ongoing investment into its commerce offer for clients. Group CEO Mark Read comments: ‘The tremendous growth in the digital commerce ecosystem means our clients are looking to us to deliver the innovative solutions they need to reach new and existing customers in meaningfully engaging ways. Diff’s Shopify expertise, alongside its unique blend of strategy, optimization and design, will be a welcome addition to our commerce portfolio and will drive results for our clients in North America, which is WPP’s largest market’.

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All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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