Swindon-based e-commerce agency Optimizon has become Smollan.
The firm, which was already a Smollan company, specialises in helping brands maximise their performance across online marketplaces including Amazon, Walmart and TikTok Shop.
The change forms part of a wider group announcement about the launch of Smollan’s new Digital Commerce offering, bringing together six specialist digital commerce businesses under a single global proposition.
The work spans marketplaces, direct-to-consumer (D2C) e-commerce, B2B e-commerce, retail media, content syndication, digital sampling and commerce technology, supporting brands across every stage of the digital commerce journey.
For existing Optimizon clients, day-to-day relationships remain unchanged. Clients will continue to work with the same UK marketplace specialists and client teams while benefiting from access to a broader range of digital commerce capabilities.
James Pitts-Drake, Managing Director – UK & Europe, Digital Commerce at Smollan, said: “Optimizon has always been about helping brands navigate an increasingly complex e-commerce landscape and deliver measurable growth across Amazon and the world’s leading online marketplaces. That hasn’t changed.
“What has changed is the breadth of capabilities we can now offer. Through Smollan’s new Digital Commerce offering, we’re able to support brands across a much broader digital commerce journey while keeping the same specialist teams and client relationships that have always been at the heart of our business. It’s an exciting evolution for our business and, more importantly, for the brands we support.”
Beyond strengthening Smollan’s digital commerce offering, the move also creates a stronger connection between digital commerce and the group’s wider capabilities in retail execution, field sales, merchandising, technology and shopper marketing.
As shoppers increasingly move between digital and physical channels throughout the buying journey, brands can now build more connected commerce strategies through a single partner with the scale and reach of Smollan’s global network across more than 60 markets.
James Pitts-Drake added: “We’re incredibly proud of what we’ve built as Optimizon over the past decade. Becoming Smollan allows us to build on that legacy rather than leave it behind.
“Our marketplace expertise remains at the heart of what we do, but by combining it with Smollan’s wider capabilities we’re creating even greater opportunities for the brands we support and our people.”
Founded in 2016, Optimizon has spent a decade helping global brands including YETI, Marshall, BRITA and Mars improve their e-commerce performance through marketplace strategy, retail media, creative content, account management and proprietary technology Nozzle AI.
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