• by Richard Whitman , Columnist, December 9, 2022

WPP is bolstering its North American commerce capabilities with the acquisition of Montreal-based Diff. Financial terms weren't disclosed. 

Diff provides commerce solutions for the rapidly growing Shopify commerce ecosystem. Services include growth strategy, front-end design, site optimization and system integrations.

Founded in 2011 by Benjamin Crudo, the 115-strong company will join the Wunderman Thompson global network.

According to WPP, the Shopify platform now has 10% share of the US eCommerce market. Among Diff’s clients are Giant Tiger, Kith, Sakara Life, and more.

D2C commerce sales in the US are forecast to reach nearly $213 billion by next year.

Shopify serves roughly 600 million shoppers in more than 175 countries.