WPP is teaming up with BigCommerce to enhance its value proposition for online store operators.

WPP is one of the biggest names in the ad agency world with revenues of over £14 billion last year. BigCommerce, meanwhile, is one of the biggest names in ecommerce software: it develops a highly popular software product for building online stores. 

WPP has many clients in the ecommerce space. It works with retailers to create website designs and run ad campaigns, exactly the tasks for which BigCommerce’s software is designed.

“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,” commented Marc Ostryniec, the top sales executive at BigCommerce.

The companies’ new partnership will see WPP train 150 staffers in using BigCommerce’s software over the next year. To aid the effort, the latter firm will develop custom training and certification programs.

WPP will receive early access to new functionality that BigCommerce releases for its software. The agency will receive priority access to alpha and beta features, including new integrations with external platforms such as Amazon. 

In a sign of the partnership’s importance to the firms, WPP will be given a say in how BigCommerce features are developed. 

Through the newly unveiled alliance, WPP will assign employees to the so-called product and partner councils at BigCommerce. Those are teams that provide feedback on the firm’s software development roadmap.

The partnership encompasses not only BigCommerce’s core ecommerce software but also technology from Feedonomics, a firm it acquired in 2021. 

Feedonomics has a software product that allows retailers to sync product data from their e-commerce catalogs to other systems. The product makes it easier to perform tasks like syncing new products from a retailer’s website to its Amazon page.

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