What VMLY&R COMMERCE does

VMLY&R Commerce is the commerce division of VML, a wholly-owned subsidiary of WPP, the global marketing and communications conglomerate. The company delivers professional services focused on commerce strategy, omnichannel execution, and digital transformation for enterprise clients across CPG, direct-to-consumer, technology, healthcare/pharmaceutical, and retail categories. Headquartered in New York, the division reports over 5,000 commerce practitioners globally and serves enterprise customers including Ziploc, Microsoft Xbox, Avocados From Mexico, Haleon (Robitussin), Mondelēz International (belVita), OREO, Tums, Nexium, and Kleenex.

The core offering is organized into three service modules — Omni-Channel Commerce (driven by the proprietary BRAVE methodology), Commerce Platforms (strategy, assessment, implementation, and optimization of commerce technology), and Commerce Marketplaces & eRetail (connected marketplace systems across Amazon, Walmart, Instacart, TikTok). Underlying technology infrastructure includes Connect OS for integrated commerce operations and Open Intelligence, a data and audience platform powered by InfoSum. Strategic partnerships with Adobe Commerce, Amazon, Walmart, Instacart, and TikTok anchor platform-level delivery, while the 2022 acquisition of CoreBiz expanded service capabilities.

The business operates on a professional services revenue model with project-based and retainer engagements priced through direct consultation; pricing is not publicly disclosed. Go-to-market is enterprise field sales leveraging WPP's established client relationships, supported by content marketing, industry event presence (CES, NRF), and a portfolio of award-winning case studies — including 2025 OmniShopper Award wins across multiple categories — that function as top-of-funnel demand generation.

Name

VMLY&R COMMERCE

Legal name

VML

Website

https://vmlyrcommerce.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

VMLY&R Commerce is the commerce-focused professional services division of VML and WPP, delivering omnichannel commerce strategy, marketplace, and platform implementation for enterprise clients across CPG, DTC, technology, and healthcare using proprietary BRAVE methodology and Open Intelligence technology.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services Revenue: VML Commerce generates revenue through professional services engagements, providing creative commerce capabilities, strategy, technology implementation, and campaign management to enterprise clients. As a WPP company, they operate on project-based and retainer arrangements typical of global advertising and marketing agencies.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

VMLY&R Commerce is the commerce division of VML (a WPP-owned agency) that delivers professional commerce services to enterprise brands. It provides omni-channel commerce strategy, commerce platform assessment and implementation, and marketplace/eRetail optimization across Amazon, Walmart, Instacart, and TikTok, integrated with creative campaign development through its BRAVE approach and supported by proprietary infrastructure including Connect OS and Open Intelligence (powered by InfoSum).

Product overview

VML Commerce is a unified commerce platform combining over 5,000 commerce practitioners with expertise in CPG, DTC, and Technology. The core VML Commerce offering integrates media, platforms, marketing, content operations, and always-on campaigns through Open Intelligence (powered by InfoSum) and Connect OS infrastructure. Three main service modules support the offering: Omni-Channel Commerce (using the BRAVE approach), Commerce Platforms (end-to-end technology services), and Commerce Marketplaces & eRetail (Amazon, Walmart, Instacart, TikTok optimization). The portfolio includes client work such as Ziploc Preserved Promos, Xbox Design Lab (Adobe Commerce), The Guac Guru for Avocados From Mexico, Robitussin Commuter Coughs, Coffee Calls for belVita, and OREO Walks.

Differentiator

Problem solved

Functional benefit

Products and services

• VML Commerce Transformative commerce offering for enterprise clients that integrates media, platforms, marketing, content operations, and always-on campaigns through proprietary technology infrastructure (Connect OS and Open Intelligence) to drive omnichannel growth across the customer journey.
• Omni-Channel Commerce Service offering that leverages intelligence and human insights to identify growth opportunities and deliver creativity through the BRAVE approach, turning culture into commerce, building brand equity, and optimizing executional efficiency for clients.
• Commerce Platforms End-to-end commerce technology services covering strategic conception, technology assessment and selection, implementation, and optimization of commerce platforms (including Adobe Commerce) to enable omnichannel sales experiences for enterprise clients.
• Commerce Marketplaces & eRetail Connected marketplace services that help brands build and scale presence across Amazon, Walmart, Instacart, TikTok, and other marketplaces, aligning strategy, content, media, technology, and operations to maximize discoverability, conversion, and growth.

Quantifiable outcome

• Multiple category wins at Path to Purchase Institute OmniShopper Awards 2025 for Avocados From Mexico, Tums, Nexium, and Kleenex campaigns

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• InfoSumcoreTechnology or IntegrationOpen Intelligence platform, powered by InfoSum, provides data integration and audience intelligence capabilities. This partnership enables VML Commerce to combine integrated media and data to drive incremental growth across the entire customer journey.
• AmazoncoreTechnology or IntegrationVML helps brands build connected marketplace systems, aligning strategy, content, media, technology and operations to maximize discoverability, conversion, and growth across Amazon marketplace.
• WalmartcoreTechnology or IntegrationVML helps brands build connected marketplace systems across Walmart, providing strategy, content, media, technology and operations alignment for marketplace success.
• InstacartcoreTechnology or IntegrationVML helps brands maximize discoverability, conversion, and growth across Instacart as part of their omnichannel marketplace and eRetail services.
• TikTokcoreTechnology or IntegrationVML helps brands build connected marketplace systems on TikTok, aligning strategy, content, media, technology and operations to maximize marketplace presence.
• Adobe CommercecoreTechnology or IntegrationVML Commerce leverages Adobe Commerce platform for client implementations, including customizing Adobe Commerce for Xbox Design Lab to enable interactive, made-to-order commerce experiences globally.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• IBM iX: IBM's global design and commerce consultancy combining technology platforms with creative commerce for enterprise clients. Comparable on large-scale commerce platform implementations and enterprise transformation.
• Ogilvy: WPP network global creative agency with commerce and shopper marketing capabilities serving CPG and enterprise brands. Comparable on creative commerce campaign execution and brand-equity-driven commerce work.
• Hogarth Worldwide: WPP-owned production and content adaptation network supporting global brand content operations at scale. Comparable as a WPP sibling providing content production infrastructure that complements creative commerce.
• Deloitte Digital: Big Four creative and commerce consultancy serving large enterprise clients with integrated strategy, technology, and creative. Comparable on enterprise commerce transformation mandates and Adobe Commerce implementations.

Direct peers

• Publicis Sapient: Digital business transformation arm of Publicis focused on commerce platforms, DTC, and omnichannel customer experience for enterprise brands. Directly comparable on commerce platform implementation and DTC strategy offerings.
• Accenture Song: Accenture's creative commerce and experience arm serving global enterprise CPG, tech, and retail clients with integrated commerce strategy, technology, and creative. Closely comparable in scope, client mix, and end-to-end commerce services model.
• R/GA: Independent creative commerce and technology agency with strong enterprise CPG and tech clients, focused on connected brand and commerce experiences. Comparable on integrated commerce and DTC platform work.
• Wunderman Thompson Commerce: WPP network sibling agency focused on commerce strategy, platform implementation, and creative commerce for global brands. Highly comparable given shared WPP parent and overlapping CPG/tech client base.
• Merkle: Dentsu-owned customer experience and commerce agency with deep CPG and retail data-driven marketing capabilities. Comparable on data-led commerce, marketplace activation, and enterprise client mix.

Emerging players

• Cognizant Interactive: Digital experience and commerce practice within Cognizant serving enterprise CPG, retail, and tech clients. Comparable on commerce platform implementation, digital transformation, and omnichannel strategy offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/vmlyrcommerce
• Facebookfacebook.com/VMLYRCommerce
• LinkedInlinkedin.com/company/vmlyrcommerce

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about VMLY&R COMMERCE