NIQ Buys Flywheel Data Business in China, SE Asia

Consumer intelligence company NIQ has completed the acquisition of the China and Southeast Asia eCommerce Data & Insights business of data firm Flywheel. NIQ says this boosts its measurement and understanding of consumer behavior across retail, eCommerce, social commerce and digital environments.

The acquired business supports more than 100 global and regional clients across China and Southeast Asia, operating in China under the YiMian brand. Its platform taps advanced AI and large-scale data from e-commerce and social media platforms to help turn digital commerce data into actionable business insights.

The buy brings together NIQ's global intelligence, analytics and retail measurement capabilities with the acquired business' rich digital commerce data and expertise, to offer clients a 'more connected' view of performance across marketplaces, social commerce and digital shelves - helping firms with rapid assessment and optimization of pricing, assortment, availability, content quality and competitive positioning.

Specifically, NIQ says the acquisition will allow it to introduce Digital Shelf capabilities in China, and thereby offer more consistent and comprehensive eCommerce insights across global and regional markets. Rachel White (pictured), APAC Regional President of NIQ comments: '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. 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.”

Web site: www.niq.com .