Edge by Ascential
Edge by Ascential provides AI-powered digital commerce software (Flywheel Commerce Cloud) and managed services to enterprise CPG brands, integrating retail media, retail operations, and market intelligence across 400+ digital marketplaces for ~4,500 global clients.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Edge by Ascential does
Edge by Ascential, founded in 2018 and headquartered in London, operates an AI-powered digital commerce platform marketed under the Flywheel Commerce Cloud brand and serving consumer packaged goods (CPG) brands globally. The Commerce Cloud integrates three product modules: Retail Media (paid search, programmatic display and video, and measurement with clean rooms), Retail Operations (content optimization, rich media, catalog maintenance, fee recovery, and advanced analytics), and Market Intelligence (digital shelf, market share, and retail insights). Underlying infrastructure processes over $10B in annual media spend data, executes 4M+ daily updates and bids, crawls 660M+ product pages monthly, and tracks 270M+ products, supported by 4.9 PB of data capacity at peak events. The platform claims 95%+ sales projection accuracy and is the #1 Amazon Marketing Cloud (AMC) partner by API usage, anchoring its retailer-direct analytics and media-activation capabilities.
The company monetizes through three revenue streams: (1) recurring software subscriptions across the Commerce Cloud suite, (2) managed services covering full commerce strategy and execution (managed media, retail excellence, content and creative, supply chain), and (3) consulting engagements spanning opportunity assessment, profitability reviews, retail media strategy, and organizational transformation. Go-to-market is enterprise field sales targeting large CPG manufacturers, augmented by direct integration partnerships with 400+ digital marketplaces and 100+ retailers, including Amazon, Walmart, Target, Kroger, Instacart, Mercado Libre, and TikTok Shop, where 9 of 10 largest global marketplaces are reportedly covered. Pricing is not publicly disclosed and contracts appear customized to enterprise requirements.
Edge by Ascential serves 50+ of the top 100 publicly listed global CPG brands and approximately 4,500 clients worldwide, with locally based experts across 30+ global markets. Following its integration with Flywheel within Omnicom Group (NYSE: OMC), the entity combines proprietary commerce data, retailer-direct integrations, and AI-led optimization into an enterprise commerce stack positioned for the broader digital shelf analytics market, which is reported to be expanding from $1.2B in 2024 to $4.67B by 2033 at an 18.5% CAGR.
Edge by Ascential firmographics
Firmographics- Name
- Edge by Ascential
- Website
- https://ascentialedge.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Edge by Ascential provides AI-powered digital commerce software (Flywheel Commerce Cloud) and managed services to enterprise CPG brands, integrating retail media, retail operations, and market intelligence across 400+ digital marketplaces for ~4,500 global clients.
- Ownership category
- akta.pro rank
Edge by Ascential industry classification
Industry- Product category
- Digital Commerce Intelligence Platform
- NAICS
- Software Publishers (5132), Advertising Agencies (541810), Marketing Consulting Services (541613)
- SIC
- Services-Prepackaged Software (7372), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
- akta.pro secondary industry
- Pricing, Revenue Growth Management (RGM) & Promo Analytics Services (CRAOAOAE)
Keywords
Where Edge by Ascential is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Edge by Ascential business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscriptions (Commerce Cloud): Suite of integrated, self-serve software products built to accelerate growth in digital commerce, including Retail Media, Retail Operations, and Market Intelligence modules.
- Managed Services: Full commerce strategy and execution services including managed media, paid search, programmatic display and video, retail excellence, and content and creative services.
- Consulting Services: Digital commerce consulting including opportunity assessment, profitability and portfolio assessment, digital commerce strategy, retail media strategy, education and upskilling, and organizational transformation.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Edge by Ascential product offering
Product offeringCore offering
Edge by Ascential sells an AI-powered integrated Commerce Cloud platform (Retail Media, Retail Operations, and Market Intelligence modules) alongside managed commerce services and consulting, designed to help large consumer packaged goods (CPG) brands drive incremental sales, share, and profit growth across more than 400 digital marketplaces worldwide.
Differentiator
Problem solved
Functional benefit
Products and services
- Flywheel Commerce Cloud Suite of integrated, self-serve software products built to accelerate growth in digital commerce, with modules spanning Retail Media (paid search, display and video, measurement and reporting, processed at $10B+ media spend with 4M+ daily updates and bids), Retail Operations (content optimization, rich media, fee recovery, catalog maintenance, advanced retail analytics), and Market Intelligence (market share, digital shelf, retail insights with 660M+ crawls per month across 465M+ product pages and 270M+ products tracked). Used by enterprise consumer brands to unify retail media, retail operations, and marketplace intelligence on a single AI-powered platform.
- Full Commerce Strategy & Execution Unified strategy and execution services across media, retail, content, and creative for enterprise CPG brands, encompassing Managed Media (paid search, programmatic display and video, Amazon Marketing Cloud (AMC)), Retail Excellence (brand protection, fee recovery, supply chain and logistics, borderless selling), and Content & Creative (product page content, retailer brand stores, advertising creative, content syndication support). Sold as a full-service engagement to large consumer brands seeking outsourced digital commerce execution.
- Digital Commerce Consulting Consulting practice combining proprietary data with deep retail and media expertise to help enterprise clients move faster in digital commerce, delivering opportunity assessment and sizing, profitability and portfolio assessment, digital commerce strategy, retail media strategy, education and upskilling, and organizational transformation. Sold as advisory engagements to large CPG brands and digital commerce teams.
Companies that use Edge by Ascential
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Edge by Ascential technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Edge by Ascential partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, key, supporting and flagship.
- AmazoncoreMajor marketplace partnership enabling retail media, search, and measurement capabilities. Flywheel is #1 in AMC usage via API calls.
- WalmartcoreStrategic marketplace partnership for retail media and digital shelf capabilities across Walmart's ecosystem.
- TargetcoreMarketplace partnership enabling digital commerce execution and retail media optimization on Target's platform.
- KrogercoreStrategic retail partnership for commerce execution and media capabilities across Kroger's digital properties.
- InstacartkeyPartnership enabling retail media and digital shelf capabilities on Instacart's grocery marketplace.
- Mercado LibrekeyLatin America marketplace partnership expanding Flywheel's global footprint across Mercado Libre's e-commerce ecosystem.
- TikTok ShopkeyPartnership enabling brands to execute commerce strategies on TikTok Shop's emerging social commerce platform.
- CriteosupportingTechnology partnership for retail media and display capabilities.
- Epsilon Retail MediasupportingPartnership for retail media data and targeting capabilities.
- Omnicom GroupflagshipParent company providing investor relations and corporate governance. Flywheel is a subsidiary of Omnicom Group (NYSE: OMC).
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Edge by Ascential competitors and assessment
Company assessmentDirect peers
- Numerator: Numerator provides first-party consumer panel data, omnichannel purchase insights, and brand measurement for CPG companies. It is a direct competitor in the CPG intelligence and digital commerce analytics space.
- Circana: Circana (formed from the merger of IRI and The NPD Group) provides retail measurement, consumer panel, and advanced analytics for CPG brands and retailers. It competes directly with Edge/Flywheel in digital shelf analytics, market share tracking, and commerce intelligence.
- Pacvue: Pacvue is a commerce operations and retail media platform focused on Amazon, Walmart, and other marketplaces. It competes with Edge/Flywheel's Retail Media and Marketplace Intelligence modules with a SaaS-first approach.
- NielsenIQ: NielsenIQ is the dominant consumer intelligence and retail measurement company serving global CPG brands. Like Edge by Ascential/Flywheel, it provides market share, digital shelf, and point-of-sale data that CPG manufacturers use to optimize commerce execution.
Emerging players
- CommerceIQ: CommerceIQ is an AI-native retail media and commerce optimization platform for CPG brands, particularly on Amazon. It overlaps meaningfully with Edge/Flywheel's retail media and operations capabilities while leveraging an AI-first architecture.
- Stackline: Stackline provides e-commerce analytics, digital shelf, and retail media tools for brands across Amazon and other marketplaces. It is directly comparable in digital shelf analytics and marketplace intelligence offerings.
- Similarweb: Similarweb provides digital intelligence including website traffic, app usage, and digital shelf insights across e-commerce marketplaces. It is comparable as a digital intelligence and market share analytics provider, though broader than pure CPG commerce.
- Helium 10: Helium 10 offers marketplace intelligence and seller tools primarily for Amazon sellers and brands. It overlaps with Edge/Flywheel's marketplace intelligence capabilities, though skewed toward seller-side rather than large-enterprise CPG.
Broad incumbents
- Publicis Commerce (Publicis Groupe): Publicis Groupe operates a significant commerce practice (including Publicis Commerce, Sapient, and Profitero) that provides digital shelf, retail media, and commerce execution services to CPG brands, directly competing with Edge/Flywheel within holding-company portfolios.
- Criteo: Criteo is a global commerce media platform serving retailers and brands with retail media and personalized advertising solutions. It is both a partner of Edge/Flywheel and a broader incumbent in the retail media space.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Edge by Ascential social profiles
Digital presenceEdge by Ascential financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edge by Ascential leadership team
Management profileNumber of profiles
Profiles4 records
Edge by Ascential funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edge by Ascential M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Edge by Ascential
What does Edge by Ascential do?
Edge by Ascential sells an AI-powered integrated Commerce Cloud platform (Retail Media, Retail Operations, and Market Intelligence modules) alongside managed commerce services and consulting, designed to help large consumer packaged goods (CPG) brands drive incremental sales, share, and profit growth across more than 400 digital marketplaces worldwide.
When was Edge by Ascential founded?
Edge by Ascential was founded in 2018. It employs 251 to 500 people.
Where is Edge by Ascential based?
Edge by Ascential is headquartered in London, United Kingdom, in the Europe region.
How does Edge by Ascential make money?
Three revenue lines are on record. Software Subscriptions (Commerce Cloud) is the primary driver. The others are managed Services and consulting Services.
Who are Edge by Ascential's main competitors?
Direct peers on record are Numerator, Circana, Pacvue and NielsenIQ. Emerging players are CommerceIQ, Stackline, Similarweb and Helium 10. Broad incumbents are Publicis Commerce (Publicis Groupe) and Criteo.
Does Edge by Ascential have an API?
No public API is recorded for Edge by Ascential.
What industry is Edge by Ascential in?
Edge by Ascential's product category is Digital Commerce Intelligence Platform. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms, with a secondary code of CRAOAOAE, Pricing, Revenue Growth Management (RGM) & Promo Analytics Services. Its NAICS code is 5132 and its SIC code is 7372.