Power Digital Acquires pirawna and uptickk, Accelerating End-to-End Commerce Strategy
Power Digital, an AI-native growth firm, announced the acquisition of Amazon marketplace agency pirawna and TikTok agency uptickk, expanding its existing commerce capabilities and reinforcing its commitment to their 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. pirawna brings more than a decade of Amazon marketplace expertise, managing more than $1 billion in Amazon revenue annually. uptickk brings deep TikTok Shop and affiliate management specialization and was 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.
“Consumers don’t think about direct-to-consumer (DTC), Amazon and TikTok Shop as separate channels. They simply shop where and how they want,” said Jeff Mason, CEO of Power Digital. “Brands need a growth partner that can understand that entire journey and connect investment to business outcomes across it. 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.”
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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 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 also 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.
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’re super grateful for all the clients and friends that have helped us get to this historic inflection point. Nothing but gratitude for what’s got us here and stoked to continue crushing it for clients with our new friends at Power,” said Jed Rawson, CEO of Pirawna/Uptickk.
uptickk President & Co-founder Audrey Espinosa also commented, “[Power Digital’s] data powerhouse along with uptickk's TikTok expertise will be a winning combination for clients.”
“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.
SOURCE: BusinessWire
