Omnicom has acquired Ascential PLC's Flywheel digital commerce unit for $835M.

Flywheel’s more than 2,000 staffers help clients sell their goods more efficiently on digital marketplaces such as Amazon and Alibaba.

Its Commerce Cloud platform’s product and transaction data will link with Omnicom’s audience and behavioral capabilities.

Omnicom CEO John Wren noted that e-commerce sales are expected to surge 50 percent to $7T by 2025.

“The acquisition of Flywheel significantly broadens our reach and influence in the rapidly expanding digital commerce and retail media sectors,” he said.

Omnicom and Flywheel will integrate their offerings across retail and brand media, digital and in-store commerce and CRM, ultimately delivering superior results for clients, added Wren.

Duncan Painter, who currently serves as CEO of Ascential, will run Flywheel as an Omnicom practice area.