Introduction to the Innovative Partnership
IPG Mediabrands, the media and marketing solutions division of Interpublic Group (NYSE: IPG), has announced a groundbreaking strategic partnership with Stickler, a leading Live Commerce enablement technology provider. This collaboration marks a significant step forward in the e-commerce sector, particularly across the Asia Pacific region.
Live Commerce as a Service: A Game-Changer for Brands
The unique aspect of this partnership lies in the bespoke solution offered by IPG Mediabrands Commerce and Stickler. Termed ‘Live Commerce as a Service,’ this innovative approach provides brands with a flexible, end-to-end Live Commerce solution. Brands can integrate this with their existing e-commerce operating frameworks or opt for a complete solution, tailoring it to their specific needs.
The Rise of Live Commerce: A Strategic Response
Leigh Terry, CEO of IPG Mediabrands, highlighted the growing importance of Live Commerce, noting its significant market share in China and globally.“With Live Commerce now accounting for 30% of ecommerce in China, and 15% globally, platforms across the region are taking note,” said Terry. He further emphasized the brand’s readiness for this growth opportunity, stating, “Many brands understand that Live Commerce is imperative, and want to address the huge growth opportunity, but don’t feel quite ready to embrace the channel. Our unique approach with Stickler is less about trying to be full service, and more focused on giving brands what they need, whether this be full end-to-end or simply fill-in-the-gaps.”
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Scalable Solutions for Sustainable Advantages
This partnership is not just about immediate solutions but also about building a sustainable advantage in the Live Commerce domain. Terry concludes, “We have combined software development and service structure to provide Live Commerce as a Service; this is an exciting evolution in our Commerce practice and an important offering for brands across the region.”
Empowering Brands for Live Commerce Success
Fionn Hyndman, founder of Stickler, discussed the challenges brands face in adapting to Live Commerce. “Brands and retailers want the results from Live Commerce, but they may not have the specialized capability within their existing systems and frameworks,” he said. Hyndman further explains, “IPG Mediabrands Commerce expertise combined with their specialised partner technology allows the scale and flexibility for marketers to optimise Live Commerce, regardless of their current structure. What we are building together is a future model, for the most significant growth channel I’ve seen in the last 10 years. We are solely focused on delivering results within our clients operating framework through Live Commerce. Our aim is to empower and enable them to achieve success.”
Conclusion: A Future Model for E-Commerce Growth
The IPG Mediabrands Commerce and Stickler Live Commerce solution, launching across 15 Asia Pacific countries this year, is poised to redefine the e-commerce landscape. This partnership promises to empower brands, enabling them to capitalize on the significant growth potential of Live Commerce and set new standards in the industry.
