WPP Media has entered a strategic technology partnership with agentic AI startup Kily to strengthen its commerce offering across India’s ecommerce ecosystem, giving its Commerce Practice a more connected and outcome-driven approach for brands and sellers.
Kily builds AI agents that autonomously manage commerce operations – including listing, pricing and advertising – across marketplaces and quick commerce platforms, aiming to directly influence GMV and profitability through a single intelligent system.
The partnership is designed to move brands away from siloed, platform-led operations toward a more unified commerce system. By connecting Kily’s agentic commerce technology with WPP Open, WPP’s agentic marketing platform, the collaboration gives clients greater consistency and control across an increasingly fragmented path to purchase, with WPP Media’s integrated Commerce Planner enabling brands to respond faster to market shifts and optimise investments.
Kily, founded by Flipkart and Affle alumni Sankalp Mehrotra and Anurag Singh, is built to handle the complexity of multi-surface commerce by unifying signals across platforms and categories, combining actionable intelligence with autonomous execution.
Sankalp Mehrotra, co-founder and CEO, Kily, said India’s fragmented multi-marketplace landscape makes this kind of judgment and decision-making critical at scale, and that the partnership with WPP Media is helping brands respond faster and perform better across quick commerce and marketplaces.
Ashwin Padmanabhan, COO, WPP Media, South Asia, said ecommerce today is shaped by fragmented platforms and shifting demand signals, and that the Integrated Commerce Planner brings planning, activation and measurement into one connected system – helping brands shift from reactive execution to a more predictive, growth-focused approach.
