WPP has announced it is acquiring Newcraft, a leading, data-first European e-commerce consultancy based in the Netherlands.

Newcraft unlocks business opportunities for its global clients, including Ahold Delhaize, Pon Holdings, Yakult and JDE Peet’s by combining transformation strategy with operational commerce expertise to deliver growth and tangible business results.

The consultancy, founded in 2007, supports organisations in realising change, reaching growth targets and mastering digital capabilities.

The 155-strong business will join the Wunderman Thompson global network, complementing its well-established commerce and marketing services teams in Northern Europe.

The acquisition will further strengthen WPP’s digital commerce capabilities and reflects the company’s ongoing investment into its commerce offer for clients as consumer needs continue to change. It is aligned with WPP’s accelerated growth strategy, building on existing capabilities in the areas of commerce and technology.

WPP is ranked as a Leader in Forrester’s global Commerce Services Wave, and already manages more than $40 billion of direct and $20 billion of marketplace GMV for clients and employs 13,500 commerce specialists across its agencies.

Mark Read, CEO of WPP, said: “With consumer behaviours and use of new ecommerce channels continuing to change at a rapid pace, brands need innovative solutions to reach customers and new audiences.

“As we continue to invest in growth areas, Newcraft’s extensive experience of transforming the digital offering of some of Europe’s leading companies will further strengthen our global commerce proposition and drive results for clients.”

Neil Stewart, CEO of Wunderman Thompson Commerce & Technology, said: “Newcraft brings a unique mix of commerce expertise in strategy and operations and fuses it with industry-specific capability across retail, FMCG, wholesale and mobility.

“Combined with our leading commerce technology and customer experience in the Netherlands, I’m excited about how Newcraft will help us accelerate our end-to-end commerce services for clients in the region and across the world,” he added.

Martijn Haanappel, director and founder of Newcraft, said: “We are very excited to start this new chapter. When we look back at the past 15 years, we’re extremely proud of the strong company we’ve created: we’ve built very talented teams; a dynamic and open culture; and an impressive track record with our clients.

“By joining WPP and the Wunderman Thompson network we have found the perfect match to start the next phase of our growth ambition. Combining our digital acceleration capabilities with Wunderman Thompson’s market-leading commerce expertise will undoubtedly lead to amazing opportunities for both our people and clients,” he added.