WPP’s GroupM, which is responsible for global media investment management, has teamed up with Allied eCommerce Solutions (AES) to change the e-commerce industry in Pakistan by delivering “end-to-end” enablement solutions for brands.

Since the start of the Covid-19 pandemic, eCommerce has grown at an exponential rate, prompting more firms to explore the online buying environment. In order to meet this new demand, GroupM aims to pursue Strategic Partnerships and enter new ventures as a key pillar of its 2021 Strategy.

AES is a new enabler in Pakistan and the Middle East, with the goal of helping brands and local SMEs embrace eCommerce as an integral element of their business plan. The ‘end-to-end’ eCommerce needs will be met by a team of professionals that aim to create solutions that will increase conversions, optimise a lean supply chain, and improve the experience of Pakistani shoppers.

Both partners will use their core strengths to best fulfil the changing client needs in this relationship. GroupM will handle marketing and paid media, while AES will handle the other enablement services. Clients will benefit from both partners’ strategic advisory services.

GroupM hopes to provide brands personalised solutions depending on each level of their eCommerce funnel through this partnership with AES.

“Our goal is to help brands by being the best eCommerce enablement platform in Pakistan and the MENAP region,” stated Khwaja Ahad Rahman, Co-Founder of Allied E-commerce Solutions, in response to the news. We’re excited to invest in this market and provide end-to-end fulfilment services to clients through our network of tech-enabled, fully integrated fulfilment centres in major cities.”

“Our cooperation with GroupM provides our clients with a comprehensive range of services and experienced marketing solutions, allowing us to surpass their expectations and commit to their success.”

“Our objective is clear – to pave the way for brands and sellers to re-define their e-commerce strategy through marketplaces & brand dotcoms to achieve their e-commerce goals by offering our cutting-edge platform, technology stack, and community of industry experts,” said Faisal Malik, COO, Allied E-commerce Solutions.

He continued, “Our strategic cooperation with GroupM has common ambitions to establish high precedence in the enabling business.”

“GroupM has invested in growing the infrastructure and capabilities to stay ahead of the curve on this critical eCommerce pillar, which has grown tremendously over the previous 12-1,” Naveed Asghar, CEO of GroupM, said of the move.

“Pakistan, as a market, is poised for unprecedented growth in this vertical, and GroupM’s partnership with Allied E-commerce Solutions is a testament to bringing the best-in-class end-to-end solution and value addition for our clients in this space,” he added.

“Our objective is to put up the ideal ecosystem from strategy, technology, and performance through operations and fulfilment, which will help brands to achieve sustainable growth,” Amna Khatib, CDO, GroupM, said.

“This partnership will serve as a game-changer for GroupM’s clients as well as the overall industry and will facilitate in accelerating the Future of eCommerce in Pakistan,” she added.