WPP Makes Big Leap Into E-Commerce, Leads On $10 Million mySupermarket Investment

The media and advertising giant WPP is taking a big step into e-commerce and how it can use it to leverage its other digital investments: today it has announced that it is investing $7 million into the grocery comparison shopping site mySupermarket, part of a $10 million round that also includes participation from existing investors Greylock and Pitango. WPP says that it plans to use the investment to help extend its digital portfolio, and specifically help in the marketing and other services that it offers to is customers in packaged goods -- the FMCG segment is one of the most important in WPP's client base. The deal will see WPP become a minority shareholder in Dolphin Software, the company that makes mySupermarket.

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