WPP Commerce

The commerce practice of the world's largest advertising holding company, offering integrated retail media, shoppable content, and omnichannel commerce services to global brands.

WPP Commerce is the commerce-focused practice within WPP, the world's largest advertising and communications group. It brings together expertise and capabilities from across WPP's network — including agencies such as Wunderman Thompson (now VML), Ogilvy, GroupM, and Choreograph — to deliver end-to-end commerce solutions spanning strategy, creative, media, and technology. The practice addresses the full commerce funnel, from brand awareness through to conversion and loyalty, with particular emphasis on retail media networks, shoppable experiences, and data-driven personalization. WPP Commerce operates at the intersection of advertising, retail, and technology, helping global brands navigate the rapidly evolving commerce landscape. Its capabilities include retail media planning and buying across major networks like Amazon Advertising, Walmart Connect, and Kroger Precision Marketing, as well as content production for product detail pages, digital shelf optimization, and direct-to-consumer (DTC) strategy. The practice leverages WPP's proprietary data and AI platform, Choreograph, to inform audience targeting and measurement across commerce touchpoints. As retail media has become one of the fastest-growing segments in digital advertising, WPP Commerce positions itself as a strategic partner for enterprise brands seeking to consolidate their commerce investments under a single, integrated offering. Competing with holding company rivals such as Publicis Commerce and Omnicom Commerce Group, as well as specialist commerce agencies, WPP Commerce differentiates through the scale of WPP's global network, its cross-agency talent pool, and its investment in proprietary commerce technology and data infrastructure.