The business operates under the YiMian brand in China and provides ecommerce, social commerce and digital shelf tools, and will expand NIQ’s presence in the region.

The acquisition will also support NIQ’s work in consumer behaviour across retail, ecommerce, social commerce and digital environments, as well as expanding access to digital commerce signals to support the development of advanced analytics and AI tools.

NIQ said it hoped the acquisition would help provide clients with a better view of pricing, assortment, availability, content quality and competitive positioning, with a key benefit of the acquisition being the introduction of digital shelf capabilities in China.

Rachel White, Asia-Pacific regional president at NIQ, said: “Flywheel brings deep expertise in digital commerce, social commerce, and digital shelf measurement across China and southeast Asia, along with a talented team that complements NIQ’s global scale.

“With the transaction now complete, we are excited to move forward together and help clients navigate today’s increasingly complex digital commerce landscape with richer insights and stronger decision support.”

Will Lv, general manager at Flywheel, said: “Joining forces with NIQ marks an exciting new chapter for our business and, most importantly, for our clients.

“Our expertise in digital commerce intelligence across China and southeast Asia, combined with NIQ’s global reach and analytics capabilities, creates a stronger platform for helping clients navigate complexity, move faster, and unlock growth.”