The acquisition of MikMak by SPINS marks a significant step forward for the evolving MarTech and commerce intelligence ecosystem, as brands seek clearer visibility into increasingly complex shopper journeys across digital, physical, and agentic channels.
SPINS, a leading provider of CPG data, insights, and commerce solutions, has acquired MikMak, a global commerce intelligence and omnichannel orchestration platform. The deal strengthens SPINS’ ability to help brands engage and measure shoppers across every stage of the buying journey, spanning social platforms, ecommerce environments, physical retail shelves, and emerging agent-driven commerce experiences. BrightTower, the New York City based investment banking and M&A advisory firm, served as the exclusive financial advisor to MikMak on the transaction.
As shopper behavior becomes more fragmented and nonlinear, brands are under pressure to invest marketing dollars with greater precision. Consumers now move fluidly between social discovery, digital research, in-store trial, and online or assisted purchase. The rise of agentic commerce, where AI agents recommend products and complete transactions, has further increased the need for unified measurement and orchestration across channels.
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Jay Margolis, CEO of SPINS, highlighted the strategic rationale behind the acquisition. “SPINS has been converting online buyers into offline purchases for over a decade,” he said. “But the days of simple see-and-buy are behind us. Our customers are facing a more informed, more digital, and more complex shopper than ever before. By joining forces with MikMak, we are able to combine the industry’s best, most attribute-rich dataset with the best media platform to immediately improve our customers’ ability to plan, execute, and measure modern shopper engagement.”
MikMak has built its reputation by helping brands track, measure, and optimize omnichannel activity across categories such as CPG, grocery, beauty, alcohol, personal care, and consumer electronics. Its platform connects media exposure to real-world outcomes, enabling marketers to understand how campaigns influence both online and offline sales. The acquisition comes as MikMak prepares to release MikMak 4.0, a next-generation platform designed to give brands deeper control over marketing performance across their entire technology stack and partner ecosystem.
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Rachel Tipograph, Founder and CEO of MikMak, emphasized the alignment between the two companies. “We are motivated by a powerful mission – to grow brands in real time,” she said. “In SPINS, we found a team that thinks the way we do and shares our relentless focus on helping customers keep pace with the evolving commerce world.”
With the MikMak sale to SPINS now complete, the combined organization aims to deliver a more comprehensive view of consumer preference and behavior, both on shelf and online. By uniting SPINS’ deep, attribute-rich data with MikMak’s commerce intelligence and orchestration capabilities, the company is positioned to offer brands a more actionable understanding of where, when, and how shoppers engage.
The acquisition underscores a broader industry shift toward integrated commerce intelligence platforms that connect data, media, and measurement. As marketing budgets face greater scrutiny, the SPINS acquires MikMak deal signals a move toward more efficient, insight-driven engagement strategies that help brands stay competitive in a rapidly changing commerce landscape.
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