Merkle, a leading technology-enabled, data-driven customer experience management company has acquired LiveArea, a global customer experience and commerce agency, in a deal valued at $250m (£181.35m).

LiveArea’s expertise lies in connecting brands and people through creative commerce experiences that transform the customer journey. The agency’s services, which span commerce, experience design, technology, and strategy, enable brands to transform their commerce offerings and relationships with customers.

LiveArea also offers ongoing managed services to its client base, with over 50 per cent of revenues in 2021 expected to be recurring.

With this acquisition, LiveArea bolsters Merkle’s global experience and commerce capabilities and furthers Merkle’s position as a go to experience partner for businesses around the world.

“LiveArea represents a unique opportunity for Merkle to significantly expand our commerce capabilities – broadening our commerce footprint in the US market while also adding commerce expertise in EMEA,” said President, Merkle Americas, Michael Komasinski. “The addition of LiveArea to the Merkle family will further enhance our ability to competitively deliver CXM services and integrated solutions, efficiently and at scale.”