Edge by Ascential

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.

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

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

• Digital commerce intelligence
• Retail media platform
• Digital shelf analytics
• Marketplace intelligence
• Commerce strategy consulting

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. Managed Services: Full commerce strategy and execution services including managed media, paid search, programmatic display and video, retail excellence, and content and creative services.
3. 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

Core 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.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, key, supporting and flagship.

• AmazoncoreTechnology or IntegrationMajor marketplace partnership enabling retail media, search, and measurement capabilities. Flywheel is #1 in AMC usage via API calls.
• WalmartcoreTechnology or IntegrationStrategic marketplace partnership for retail media and digital shelf capabilities across Walmart's ecosystem.
• TargetcoreTechnology or IntegrationMarketplace partnership enabling digital commerce execution and retail media optimization on Target's platform.
• KrogercoreTechnology or IntegrationStrategic retail partnership for commerce execution and media capabilities across Kroger's digital properties.
• InstacartkeyTechnology or IntegrationPartnership enabling retail media and digital shelf capabilities on Instacart's grocery marketplace.
• Mercado LibrekeyTechnology or IntegrationLatin America marketplace partnership expanding Flywheel's global footprint across Mercado Libre's e-commerce ecosystem.
• TikTok ShopkeyTechnology or IntegrationPartnership enabling brands to execute commerce strategies on TikTok Shop's emerging social commerce platform.
• CriteosupportingTechnology or IntegrationTechnology partnership for retail media and display capabilities.
• Epsilon Retail MediasupportingTechnology or IntegrationPartnership for retail media data and targeting capabilities.
• Omnicom GroupflagshipOthersParent 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

Direct 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

• Xx.com/EdgeAscential
• LinkedInlinkedin.com/company/edgeascential

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Edge by Ascential