It builds AI agents that manage commerce operations including product listings, pricing and advertising across marketplaces and quick-commerce platforms.

What is the Integrated Commerce Planner?

A product combining data from different commerce platforms to help brands plan, activate and measure their investments.

Why India specifically?

Kily CEO Sankalp Mehrotra cited India's fragmented multi-marketplace landscape as what makes autonomous commerce management critical.

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WPP Media Partners AI Startup Kily to Build Out Commerce in India

Ad Tribe! Bureau1 hour ago2 min read

Line-art illustration of a trolley linked to marketplace tiles marking the WPP Media and Kily partnership

WPP Media has entered a technology partnership with agentic AI startup Kily to build out its commerce offering in India. The deal integrates Kily's technology with WPP Media's Commerce Practice and WPP Open, the group's agentic marketing platform, bringing commerce planning, advertising and optimisation into a more connected system across marketplaces and quick-commerce platforms.

Partners: WPP Media and Kily
Integrating with: WPP Media's Commerce Practice and WPP Open
What Kily does: builds AI agents managing product listings, pricing and advertising across marketplaces and quick commerce
New product: an Integrated Commerce Planner combining data across commerce platforms
Purpose: to help brands plan, activate and measure commerce investment in one place
Market: India

Fragmentation Is the Business Case

The argument for this partnership is specific to India, and Kily's co-founder made it plainly. Sankalp Mehrotra, Co-founder and CEO, said Kily is deeply focused on bringing autonomy to commerce management, and that India's fragmented multi-marketplace landscape makes a solution like theirs critical for judgment, decision-making and outcomes at scale. Working with WPP Media, he said, enables brands to respond faster, operate more efficiently and unlock stronger performance across quick commerce and marketplaces.

The fragmentation point is not rhetorical. A consumer brand in India may be selling simultaneously across several horizontal marketplaces and several quick-commerce apps, each with its own listing rules, pricing dynamics, advertising console and reporting. Managing that manually means a team doing the same job several times in several interfaces, with no single view of what is working.

That is a fair description of a problem software should solve, and an honest reason for an agency group to buy technology rather than build headcount.

What Agentic Actually Means Here

Kily's agents are described as managing listings, pricing and advertising, and analysing signals across platforms to support decisions on demand, inventory and media investment.

The inclusion of inventory and demand alongside media is the part that distinguishes this from a bid-management tool. Commerce advertising is unusual in that spending decisions are meaningless without stock data; there is no value in winning a placement for a product that is unavailable in that dark store.

Ashwin Padmanabhan, COO of WPP Media South Asia, framed it in those terms, saying e-commerce today is no longer linear and is shaped by multiple signals, fragmented platforms and constant shifts in demand, and that the Integrated Commerce Planner brings those moving parts together.