Grupa WP invests in Samito marketing technology


Wirtualna Polska is expanding the capabilities of its WP Ads platform. The company has purchased the Samito system, which provides marketing automation solutions for online stores. After the transaction, more than a dozen experts with expertise in the optimization of e-commerce activities will join the WP team.

The Samito platform will complement Grupa WP’s existing portfolio of advertising products. The investment expands primarily the marketing capabilities offered to online stores. Customers of the WP Ads platform will receive additional functionality related to automated optimization and higher conversion on the websites of online stores. On the other hand, Samito’s existing clients can count on higher sales generated through WP Ads, thanks to, among other things, easy access to advertising products that are billed for actual realized sales.

"Our partners in the e-commerce industry will gain the ability to close transactions on their store websites more effectively and increase customer retention. The solution we have invested in is especially important in the coming ‘cookieless world’, where information about users will be much less available than before. At the same time, we are very pleased that WP is joined by experts who have been successfully supporting online stores using Samito solutions for years," says Adam Rogaliński, Vice-President of Wirtualna Polska Holding S.A.

The formal acquisition of the Samito platform from its current owner was completed on 8 May 2023. The companies have not disclosed the amount of the transaction.

Samito is a marketing automation platform that offers a range of solutions implemented on client sites, in particular a recommendation engine, recovery of abandoned carts and email marketing. Access to the solution is offered through a subscription model.

WP Ads is a self-service tool for managing advertising campaigns on the advertising space of WP and other publishers affiliated with the WPartner network. The distinguishing feature of WP Ads is the option of settlements based on the ROAS (Return On Ad Spend) model. The platform also offers numerous advertising products such as mailing, banner and native campaigns with per-click-billing.