The alliance means Profitero’s Digital Shelf 360 suite is incorporated into Nielsen’s ecommerce offering to FMCG brands.

In Europe, Nielsen already has ecommerce measurement in the UK, France and Spain, with additional information from large key accounts in the Netherlands and Turkey.

Profitero’s coverage spans more than 300 million products on 4,000 websites across more than 40 countries every day. It evaluates all ecommerce performance factors including price, promotion, assortment, search position, product content, and ratings and reviews to uncover and help clients capitalise on ecommerce opportunities.

Karen Fichuk, Nielsen president for lead markets, said: “This alliance brings the industry a step closer to measuring the Total Consumer – covering offline and online purchases, all outlets, retail and out of home.”