Key Takeaways
- Power Digital acquired Amazon agency pirawna and TikTok agency uptickk on Sept. 22, adding more than $1 billion in annually managed Amazon revenue and specialized TikTok Shop expertise to its marketplace practice.
- The combined business connects marketplace specialization with Power Digital’s AI-powered Omega operating system and fusepoint measurement consultancy, giving brands a unified view of performance across DTC, online marketplaces and retail media.
Power Digital, an AI-native growth firm, announced on Sept. 22 that it has acquired Amazon marketplace agency pirawna and TikTok agency uptickk, expanding its existing commerce capabilities and reinforcing its commitment to end-to-end commerce strategy.
The addition of pirawna and uptickk significantly accelerates Power Digital’s marketplace capabilities within Power’s unique AI-native model, according to company officials. pirawna brings more than a decade of Amazon marketplace expertise, managing more than $1 billion in Amazon revenue annually while uptickk offers deep TikTok Shop and affiliate management specialization as one of four agencies selected by TikTok for its beta program.
Together with Power Digital’s existing marketplace practice, the combined business establishes a best-in-class presence across Amazon and TikTok Shop, with plans to expand across additional marketplaces and further connect physical retail over time.
Why Power Digital Acquired pirawna and uptick
Jeff Mason, CEO of Power Digital, said consumers don’t think about DTC, Amazon and TikTok Shop as separate channels, they simply shop where and how they want.
“Brands need a growth partner that can understand that entire journey and connect investment to business outcomes across it,” said Mason in a statement. “pirawna and uptickk have built exceptional marketplace businesses because they understand these environments at a level few agencies do. Combining that specialization with Power Digital’s growth, data and measurement capabilities is a catalyst for reaching the end-to-end commerce vision we’ve been building toward.”
How the Acquisition Fits Power Digital’s End-to-End Commerce Strategy
Power Digital’s AI-native ecosystem is designed to connect growth and measurement across DTC, online marketplaces and physical retail. The strategy responds to a fundamental shift in how consumers shop as discovery, consideration, and purchase continue to evolve toward a mix of social, online, and in-store.
The marketing infrastructure behind that journey often remains fragmented across separate agencies, teams, and data sets, making it difficult for brands to understand how marketing investment translates to revenue across the full consumer journey. The new combination connects pirawna and uptickk’s marketplace specialization with Power Digital’s broader growth capabilities across paid media, organic search, creative, lifecycle marketing, PR, affiliate, and influencer marketing.
The teams will gain access to Power Digital’s AI-powered Omega operating system and fusepoint, its measurement and strategy consultancy, bringing together technology, data and measurement to create a more unified view of performance across DTC, online marketplaces and retail media.
“The addition of pirawna and uptickk is about meeting consumers where they discover and shop, and together, we’re now positioned to deliver on that for clients in a much bigger way.” said Britney Schroeder, SVP of M&A at Power Digital.
What the Deal Means for pirawna, uptickk and Power Digital Clients
For pirawna and uptickk clients, the partnership expands the capabilities available to their businesses while preserving the teams and marketplace expertise that have driven their growth. Existing Power Digital clients gain deeper Amazon and TikTok Shop expertise within the broader Power Digital platform.
“We built pirawna and uptickk around a relentless focus on marketplace performance and the needs of the brands we serve,” said Jed Rawson, CEO of Pirawna/Uptickk. “Power Digital shares that same focus on outcomes while bringing capabilities that allow us to solve a much bigger part of the growth equation for our clients. We chose to come together because we see the same opportunity: to give brands the specialization they need combined with a comprehensive view of their customer and business.”
uptickk President & Co-founder Audrey Espinosa added that Power Digital’s “data powerhouse along with uptickk’s TikTok expertise will be a winning combination for clients.”