Retail growth solutions company, Smollan has spent more than a decade building one of the most capable digital commerce networks in retail, bringing specialist businesses into the group and connecting them ever more closely around its clients. It is now taking the final step in that journey, uniting these capabilities within a single connected Smollan offering.
As part of this final phase, the eComplete Commerce and Optimizon agencies will transition to the Smollan brand from 1 September 2026, joining the Híbrido agency, which completed its transition in April. The Omnishopper agency will retain its brand name at this stage while continuing to form part of Smollan’s wider Digital Commerce offering. FlixMedia and Send Me a Sample, the group’s technology platforms for content syndication and digital sampling, continue under their platform names.
Each of these businesses joined the group with deep specialist expertise: DTC e-commerce, marketplaces, eB2B, digital sampling, content syndication, digital commerce strategy and retail media. Over the years they have worked increasingly closely together, collaborating across markets and client programmes. This step formalises what has long been happening in practice, giving clients access to the full breadth of that expertise through one global network.
“Over more than a decade we have brought extraordinary digital commerce businesses into the group, invested in them, and connected them ever more closely around our clients. Bringing them together under one brand is the natural final step, and it makes the full depth of that capability simpler for our clients to access.” say David Smollan, Global CEO, Smollan
The move completes a chapter in Smollan’s wider journey to create a simpler, more connected global offering. Across Sales & Merchandising, Activation & Experience (delivered through IMA, the Smollan Agency) and Data & Technology (delivered through Smollan Technologies), Smollan has been progressively bringing specialist capabilities together so clients can access the expertise they need across both physical and digital retail.
The strategy reflects the retail environment, where physical and digital channels are increasingly interconnected. Today’s shopper moves continuously between discovery, research, purchase and ongoing brand relationships, creating a need for connected capabilities across both the physical and digital shelf.
While the businesses now share a brand, the specialist knowledge and experience built within each remains central to the offering. Existing teams, expertise and client relationships continue, now supported by even greater collaboration across capabilities, markets and the wider Smollan network.
For clients, the result is simpler access to expertise across the digital commerce ecosystem. Whether the challenge is building a DTC platform, expanding through Amazon or TikTok Shop, strengthening an eB2B channel, improving content across the digital shelf, activating digital sampling or developing a broader commerce strategy, clients can draw on specialists from across the group.
“Each of these businesses has built deep expertise in a particular area of digital commerce. Having them together allows us to connect those strengths around our clients’ needs, rather than asking the client to navigate them separately. We can look across the whole digital commerce journey, identify where the greatest opportunities sit and bring together the right combination of specialists to address them, while connecting into Smollan’s wider capabilities wherever the shopper journey moves between digital and physical retail.” – Tom Pickford, Managing Director, Smollan Digital Commerce
Smollan’s Digital Commerce offering brings together more than 400 professionals across five continents, supported by Smollan’s presence in more than 60 markets.
