BELFAST-based ecommerce agency Groundwell has been acquired by global digital marketing group Incubeta.
Set up in 2017, the St Anne’s Square-based firm specializes in ecommerce consultancy, conversion optimisation, analytics and digital advertising. It lists STATSports, WiggleCRC and The Pro’s Closet among its customers.
Incubeta was formed by three digital marketing companies: NMPi, DQ&A, and Joystick. It now has a presence in 12 countries, with 440 staff now under the group.
Under the deal, Groundswell will be incorporated into the Incubeta brand, with co-founders Mark Lilley and Richard McKnight continuing on in leadership roles.
Incubeta said Groundswell’s capabilities and proprietary technology complement its own.
Mark Lilley, co-founder of the Belfast firm said: “We are thrilled to be joining Incubeta, a company we have worked with over the last several years and look forward to creating many more successes together.
“We remain focused on partnering with existing and new clients to accelerate their growth online and as part of Incubeta we can now offer an unrivalled service, creating opportunities for them to maximise their potential.”
Incubeta group chief executive Lars Lehne said: “This acquisition fits squarely within Incubeta’s strategy of acquiring companies that complement our core business in digital marketing and help us to upgrade the growth of our customers."
