Deal adds YiMian and Digital Shelf in China

NielsenIQ, which trades on the New York Stock Exchange as NIQ, has completed the acquisition of Flywheel’s China and Southeast Asia eCommerce Data & Insights business.

The acquired business operates in China under the YiMian, or 一面, brand. It provides eCommerce, social commerce and digital shelf solutions across China and Southeast Asia.

According to NIQ, the deal expands its capabilities across China and Southeast Asia. It also strengthens NIQ’s ability to measure consumer behaviour across retail, eCommerce, social commerce and digital channels.

The acquisition adds more digital commerce signals to NIQ’s data and analytics base. As a result, NIQ can build more advanced analytics and AI-powered products.

Clients can use the combined data to track pricing, assortment, availability, content quality and competitive positioning. NIQ said that should help brands make faster commercial decisions.

One immediate change is the launch of Digital Shelf capabilities in China. That gives NIQ a more consistent way to compare eCommerce performance across global and regional markets.

100 clients across Southeast Asia

The acquired business supports more than 100 global and regional clients across China and Southeast Asia. Those relationships give NIQ a larger client base in the region from day one.

Rachel White, APAC Regional President of NIQ, said: “Flywheel brings deep expertise in digital commerce, social commerce, and digital shelf measurement across China and Southeast Asia, along with a talented team that complements NIQ’s global scale.”

NIQ said the combined offer will give clients a more connected view across marketplaces, social commerce and the digital shelf. It also links digital data with NIQ’s retail measurement and consumer intelligence.

White said: “With the transaction now complete, we are excited to move forward together and help clients navigate today’s increasingly complex digital commerce landscape with richer insights and stronger decision support.”

Will Lv, General Manager at Flywheel, said: “Our expertise in digital commerce intelligence across China and Southeast Asia, combined with NIQ’s global reach and analytics capabilities, creates a stronger platform for helping clients navigate complexity, move faster, and unlock growth.”

The company said the acquisition supports its Full View strategy across online and offline channels.