NIQ acquires Flywheel's China, Southeast Asia business

NielsenIQ, a leading consumer intelligence company, announced on Wednesday that it has completed the acquisition of Flywheel's China and Southeast Asia e-commerce data and insights business.

The acquired business, which operates in China under the YiMian brand, is a leading provider of e-commerce, social commerce, and digital shelf solutions.

The acquisition expands NIQ's capabilities across China and Southeast Asia and strengthens its ability to measure and understand consumer behavior across retail, e-commerce, social commerce, and digital environments. It also enhances NIQ's data and analytics foundation by expanding access to rich digital commerce signals that support the development of more advanced analytics and AI-powered solutions. 

A key benefit of the acquisition is the introduction of digital shelf capabilities in China, enabling NIQ to deliver more consistent and comprehensive e-commerce insights across global and regional markets. 

"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," Rachel White, APAC regional president of NIQ, said.

"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," White said.

"Joining forces with NIQ marks an exciting new chapter for our business and, most importantly, for our clients," Will Lyu, general manager of Flywheel, said.

"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," he said.

The acquired business supports more than 100 global and regional clients across China and Southeast Asia, reflecting its strong market position and trusted client relationships.