Power Digital buys pirawna and uptickk to unify marketplace commerce
What's the deal? Power DigitalDealroom has a profile for this one. Try Dealroom → has acquired Amazon marketplace agency pirawnaDealroom has a profile for this one. Try Dealroom → and TikTok-focused agency uptickkDealroom has a profile for this one. Try Dealroom →, adding specialist Amazon and TikTok ShopDealroom has a profile for this one. Try Dealroom → operations to its commerce business. Financial terms were undisclosed. The growth marketing firm announced the deals in September 2026.
Who's who? pirawna, co-founded by Jed and Miki Rawson, brings over a decade of Amazon experience, more than 500 brand clients, and over $1 billion in Amazon revenue managed annually. uptickk specialises in TikTok Shop and affiliate management, and was one of four firms selected for TikTok's commerce beta program.
What's the endgame? Power Digital wants to help brands manage commerce across channels typically handled by separate agencies and platforms. The acquired firms will plug into Power Digital's services spanning paid media, organic search, creative, lifecycle marketing, public relations, and influencer marketing.
Why now? Consumers now take fragmented paths from discovery to purchase. A shopper might find a product on TikTok, research it via search, visit a brand's website, then buy on Amazon.
"Consumers don't think about direct-to-consumer (DTC), Amazon and TikTok Shop as separate channels. They simply shop where and how they want," Power Digital chief executive officer Jeff Mason said.
What changes for clients? pirawna and uptickk gain access to Power Digital's Omega operating system, which uses AI and data for marketing decisions, plus fusepoint, its measurement consultancy. Existing clients keep their current teams while gaining wider services. The goal is a single view of performance across DTC, Amazon, TikTok Shop, and retail media.
The signal: Measuring marketing across channels is hard when different agencies and systems run each one. By consolidating specialist marketplace operations under one platform, Power Digital is betting brands will pay for a unified view of where investment turns into sales.
Read more: citybiz.co
Image credit: Generated with Gemini
