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WPP digital agency POSSIBLE has looked to strengthen its ecommerce offering by acquiring Atlanta based ecommerce agency Marketplace Ignition. Marketplace Ignition is a specialist ecommerce agency that focuses on advising clients on how to to grow their business on Amazon and other online marketplaces.

Currently, the firm, that employs 35 people in its office that are located in Atlanta and Seattle has around 400 clients that include leading brands such as Reynold Consumer, Lifestyle Brands and Hallmark Cards that represent more than $2 billion of annual online retail sales. It’s this Amazon expertise that POSSIBLE want to tap into and affect their own growth.

“The potential for brands and retailers on Amazon is enormous, but they need a holistic strategy to succeed. Our clients are increasingly asking us for Amazon expertise and for POSSIBLE to be that one agency to help them solve for all things Amazon,” remarked Shane Atchison, Global CEO of POSSIBLE. “Marketplace Ignition has built a leading consultancy with tremendous expertise and relationships with Amazon and we are thrilled to welcome them to the POSSIBLE Commerce team.”

Marketplace Ignition is the largest consultancy in the US that specifically concentrates on trying to help brands succeed on Amazon and other online marketplaces. This isn’t just about sales as its expertise also incorporates supply chain, logistics, assortment planning, operational marketing, content marketing and optimisation. It also excels in search management. This will assist POSSIBLE’s commitment to ensuring success for clients on platforms such as Amazon.

Eric Heller, CEO and Founder of Marketplace Ignition thinks that the coming together of the 1500 employee POSSIBLE with Market Ignition will be a big success that will take their offering to the next level.

“POSSIBLE understands the future of retail and the potential that brands have on Amazon, but Shane and the team also know it requires deep knowledge of the entire Amazon platform and its ecosystem to succeed. Category leadership on Amazon takes dedication, operational excellence and a deep understanding of how data drives sales and market share. POSSIBLE has data in its DNA and this coupled with their award-winning approach convinced me they were exactly the partner we needed to take our organization to the next level. I’m excited for what Marketplace Ignition and POSSIBLE will do together to deliver more value to brands and Amazon customers.”

The importance of Amazon expertise was underlined by Jason Burby who is president, Americas at POSSIBLE. He said that the acquisition had come about thanks to three main factors:

“This is a big step, a big announcement. The reason we’ve been excited for it, there are three things that we think about and talk about a lot. One is where 50% of product searches now start on Amazon. Not Google, as everyone expects – of course some still happen there – but on Amazon. 77% of every dollar right now spent in digital advertising is at Google or Facebook. We know that. It’s a two horse race, but we’re seeing Amazon emerging as that third horse. EMarketer has a number aiming for about a billion dollars in ad revenue in 2017, which is good growth. More importantly, though, some of the predictions are north of $20bn by 2020, just a few years away, and it’s changing fast. The third one, and this one blows my mind – two-thirds of US households roughly have Amazon Prime.”


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