Planet Retail

What Planet Retail does

Planet Retail, operating commercially as Flywheel, is a digital commerce platform company headquartered in London (with operating presence in the United States) that provides AI-powered software and services to consumer packaged goods brands selling across global online marketplaces. The company was founded in 2001 and operates as a subsidiary of Omnicom Group, a publicly traded advertising holding company. Flywheel serves 50+ of the top 100 publicly listed global CPG brands and approximately 4,500 clients worldwide.

The core product is the Flywheel Commerce Cloud, an integrated suite spanning Retail Media (paid search, programmatic display and video, measurement and reporting), Retail Operations (content optimization, rich media, fee recovery, catalog maintenance, advanced analytics), and Market Intelligence (market share, digital shelf, retail insights). The platform is built on a large proprietary dataset that includes 4.9 PB of data, 270M+ products tracked, 660M+ monthly crawls across 465M+ product pages, $10B+ of media spend data annually, and integrations with 100+ retailers and 400+ digital marketplaces, including nine of the ten largest global marketplaces. The company also offers managed media services, retail excellence services (brand protection, supply chain and logistics, borderless selling), content and creative services, and strategic consulting.

Flywheel monetizes through a mix of recurring Commerce Cloud software subscriptions, managed media services (paid search, programmatic, Amazon Marketing Cloud), professional services for retail excellence and content creation, and consulting. Pricing is quote-based and not publicly disclosed. The company goes to market through a combination of self-serve software (product-led growth), enterprise field sales for full commerce strategy and execution engagements, and consulting-led relationships with locally based experts across 30+ global markets.

Name

Planet Retail

Legal name

Flywheel Digital

Website

https://www1.planetretail.net

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Planet Retail, operating as Flywheel, is a digital commerce platform and subsidiary of Omnicom Group that provides AI-powered retail media, retail operations, and market intelligence software to CPG brands across 400+ marketplaces and 30+ markets, serving 4,500 clients including 50+ top global CPG companies.

Ownership category

akta.pro rank

Product category

Digital Commerce SaaS Platform

NAICS

Media Buying Agencies (541830)

akta.pro primary industry

Product Information Management (PIM), Digital Shelf & Content Syndication Services (CRAOAOAH)

Keywords

• Retail media platform
• Digital commerce software
• Marketplace intelligence
• Retail operations software
• CPG commerce solutions

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. Commerce Cloud Software Subscriptions: Suite of integrated, self-serve software products for retail media, operations, and market intelligence. Clients access the platform on a subscription basis for ongoing use of the technology.
2. Managed Media Services: Managed services including Paid Search, Programmatic Display & Video, and Amazon Marketing Cloud (AMC) management with fee recovery services.
3. Retail Excellence Services: Services including Brand Protection, Supply Chain & Logistics, and Borderless Selling for operational excellence.
4. Content & Creative Services: Product page content creation, retailer brand stores, advertising creative, and content syndication support services.
5. Consulting Services: Strategic consulting including opportunity assessment, profitability assessment, digital commerce strategy, retail media strategy, education & upskilling, and organizational transformation.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Planet Retail operates through its Flywheel Digital business to deliver the Flywheel Commerce Cloud, an AI-powered SaaS platform integrating Retail Media, Retail Operations, and Market Intelligence. The platform connects 4M+ daily updates across 270M+ products on 400+ digital marketplaces to support retail media campaigns (Search, Display & Video, Measurement), operational tooling (Content Optimization, Rich Media, Fee Recovery, Catalog Maintenance), and competitive intelligence (Market Share, Digital Shelf, Retail Insights). It complements the software with managed media, content/creative, retail excellence, and consulting services delivered by locally based experts across 30+ global markets for CPG brands.

Product overview

Flywheel (Planet Retail) operates as a unified Commerce Cloud platform combining Retail Media, Retail Operations, and Market Intelligence solutions. The core Commerce Cloud platform integrates proprietary data from 4M+ daily updates, 270M+ products tracked, and $10B+ annual media spend data to power AI-driven commerce outcomes. The product portfolio includes: Retail Media solutions (Search, Display & Video, Measurement & Reporting), Retail Operations (Content Optimization, Rich Media, Fee Recovery, Catalog Maintenance, Advanced Analytics), and Market Intelligence (Market Share, Digital Shelf, Retail Insights). Services span Managed Media (Paid Search, Programmatic, AMC), Retail Excellence (Brand Protection, Supply Chain, Borderless Selling), Content & Creative services, and Consulting. The company serves 50+ of the top 100 publicly listed CPG brands across 400+ marketplaces and 30+ global markets.

Differentiator

Problem solved

Functional benefit

Brands

• Commerce Cloud: Suite of integrated, self-serve software products built to accelerate growth in digital commerce.
• Commerce Collective

Products and services

• Flywheel Commerce Cloud Unified AI-powered SaaS platform integrating Retail Media, Retail Operations and Market Intelligence capabilities, designed to drive incremental sales, share and profit for CPG and global brand clients across 400+ digital marketplaces.
• Retail Media Suite of retail media solutions spanning Paid Search, Display & Video, and Measurement & Reporting across retail marketplaces, enabling CPG brands to plan, execute and measure retail media campaigns.
• Retail Operations Operational product module providing Content Optimization, Rich Media, Fee Recovery, Catalog Maintenance and Advanced Retail Analytics to scale retail operations across digital marketplaces.
• Market Intelligence Intelligence suite offering Market Share analytics, Digital Shelf monitoring, and Retail Insights derived from 270M+ tracked products and trillions in projected sales data.
• Managed Media Services Full-service media management offering covering Paid Search, Programmatic Display & Video, and Amazon Marketing Cloud (AMC) campaigns for CPG brands across retail marketplaces.
• Retail Excellence Services Operational excellence services covering Brand Protection, Supply Chain & Logistics, and Borderless Selling to support cross-border commerce for global brands.
• Content & Creative Services Creative production services covering product page content, retailer brand stores, advertising creative, and content syndication support for digital retail campaigns.
• Consulting Services Strategic consulting combining proprietary commerce data with retail and media expertise, covering opportunity assessment & sizing, profitability & portfolio assessment, digital commerce strategy, retail media strategy, education & upskilling, and organizational transformation.
• Full Commerce Strategy & Execution Bundled end-to-end service combining media, retail, content and creative execution tailored to unique business needs, with locally based experts optimizing for region, marketplace and category.
• Omnichannel Campaigns Integrated campaign planning service spanning retail design, shopper media and brand activations, designed to influence every step of the shopper journey.

Quantifiable outcome

• 50+ of top 100 publicly listed global CPG brands served
• +4 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability3 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, supporting and emerging.

• AmazoncoreStrategic or Co-development PartnerMajor marketplace partnership providing retail media and marketplace presence capabilities. Amazon is one of the 9 of 10 largest global marketplaces partnered with Flywheel.
• WalmartcoreStrategic or Co-development PartnerKey retail partnership for marketplace and retail media services. Walmart is one of the major retail partners enabling deep marketplace integration.
• KrogercoreStrategic or Co-development PartnerGrocery retail partnership for retail media and marketplace presence, part of the 100+ retailer partnerships.
• InstacartcoreStrategic or Co-development PartnerGrocery delivery partnership enabling retail media capabilities and marketplace integration.
• TargetcoreStrategic or Co-development PartnerRetail partnership for marketplace presence and retail media services, part of the 100+ retailer partnerships.
• Mercado LibrecoreStrategic or Co-development PartnerLatin American marketplace partnership providing regional presence across Mercado Libre's footprint, part of 400+ marketplace partnerships.
• CriteosupportingTechnology or IntegrationTechnology partnership for programmatic display and retail media advertising capabilities integration.
• Epsilon Retail MediasupportingTechnology or IntegrationTechnology partnership for retail media capabilities and data integration.
• TikTok ShopemergingStrategic or Co-development PartnerSocial commerce partnership for TikTok Shop integration and social retail media services, representing emerging platform partnerships.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GroupM Nexus: WPP's commerce and retail media arm, offering managed retail media services, marketplace integration, and commerce intelligence for global brands. Direct competitor with similar CPG customer base and holding-company backing.
• Tinuiti: Independent performance marketing agency specializing in retail media, marketplace management (Amazon, Walmart, Target), and digital commerce analytics for CPG brands. Closely comparable offering to Flywheel's managed services stack.
• Pacvue: SaaS platform for retail media management and commerce analytics, particularly on Amazon, Walmart, and Instacart. Direct competitor in the Commerce Cloud software category.
• Publicis Commerce: Publicis Groupe's commerce arm (formerly Publicis Sapient commerce practice) providing digital commerce strategy, marketplace activation, and retail media services to global CPG brands. Holding-company peer with similar scope.
• Dentsu Commerce: Dentsu's commerce and retail media capabilities, including Merkle's retail media practice, serving global CPG clients across marketplaces with media planning, activation, and analytics.

Broad incumbents

• The Trade Desk: Large independent DSP with growing retail media data integrations and a Kokai platform. Not focused exclusively on retail media but overlaps significantly on programmatic display/video buying for CPG advertisers.
• Criteo: Commerce media platform with significant retail media network and sponsored product ad placements. Both a technology partner and an emerging competitor in programmatic retail media buying.
• Amazon Advertising: Retailer-owned ad platform and the dominant closed-loop retail media network. A key partner and the most powerful alternative to Flywheel's managed services for brands willing to operate directly.

Emerging players

• Helium 10: SaaS tool suite primarily for Amazon sellers including keyword research, listing optimization, and analytics. Narrower in scope than Flywheel but overlaps in catalog optimization and digital shelf intelligence for SMB CPG/seller segment.
• Stackline: Commerce intelligence and analytics platform with deep Amazon/marketplace data, advertising activation, and category insights. Closely comparable in Market Intelligence and Digital Shelf analytics offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PlanetRetail
• LinkedInlinkedin.com/company/planet-retail

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Planet Retail