Dentsu merges all commerce capabilities under ‘Total Commerce’

13 Jan,2021

By Our Staff


To align its years of commerce expertise under one umbrella and deliver efficient business outcomes, Dentsu International has launched its global commerce unit ‘Total Commerce’ in India. ‘Total Commerce’ will unite all of Dentsu India’s commerce capabilities under a single umbrella.

Notes a communique: “‘Total Commerce’ is an attempt to find solutions to a world where manufacturers are jumping to consumers directly, where start-ups are disrupting the marketplace, and where branding is playing a significantly unique role. The solution has already, and over time, allowed many brands and retailers to take on various marketplaces and big-box distributors, thereby, enabling several wins. This has been achieved by our helping brands prioritise and succeed anywhere in commerce by mapping their commerce maturity to a strategic road map covering creative, data and ops, experience, and performance and media.”


The end-to-end offering activates a research based success framework that ensures:

Desirability (Brand Equity): Are we loved and sought after by consumers?

Availability (Distribution Strategy): Planning presence and availability priorities by audience and demand

Findability (Position Optimisation): Optimising visibility where audience are

Buyability (Content Effectiveness): Optimising product listings for purchase conversion

Repeatability (Purchase Experience): Auditing reviews and sentiments


Brands, under the four broad groups of Performance and Media, Creative, Interactive, and Data & Ops and through the Total Commerce framework, will now be able to tap onto several proprietary products and solutions designed to support all stages of the commerce journey. These will include:

  • Total Commerce Analytics
  • B2B Commerce Transformation
  • Commerce Intelligence
  • 020 Commerce Framework
  • E-commerce Enablement
  • Loyalty & Customer Lifetime Value Optimisation
  • Dentsu Tracking
  • Fast Track Commerce
  • Symphony Product Merchandising
  • Marketplace Consulting
  • eRetail & Performance Activation
  • Marketplace Optimisation
Anand Bhadkamkar

Anand Bhadkamkar

Speaking on the latest integration, Anand Bhadkamkar, CEO India, Dentsu said: “We have always been focused on the changing market scenario and have built capabilities ahead of the market. In line with this, we had built capabilities in Commerce, Performance, Retail design and last-mile and experience design. All these capabilities are now being brought together under one umbrella of dentsu Commerce. In these testing times, we are certain that the capabilities of building on D2C offerings will enable our clients to stay ahead of the market and harness the power of the digitally comfortable consumer.”

To ensure that clients have a specialist in every field, Dentsu Commerce has built a team with Nihal Nambiar (AVP – Strategic Solutions, iProspect) for Performance Media, Krutika Shroff (Senior UX Lead, Fractal Ink Linked by Isobar) and Richa Gupta (Senior UX Lead, Fractal Ink Linked by Isobar) for Design and Experience, Aniket Khare (VP – Business Development, Merkle Sokrati) for Data and Analytics, Deepak Kumar (Director, Hyperspace) for Retail design and experience and Provit Chemmani (Group Tech – Ecommencify, WATConsult) for holistic e-comm design and delivery. It is pertinent to note here that this group will be the lead team. They have been empowered to bring together every capability of the group to build solutions for brands.

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