• by Steve McClellan  @mp_mcclellan, September 9, 2014

Digital shop Isobar, part of Dentsu Aegis Network, has launched a new commerce optimization platform called ICOM.

The agency said the platform focuses more on “post click” process to help clients get customers to hit the “buy” button more often.

Navneet Virk, Isobar vice president of optimization, said that with clients who have used the new platform so far — including brands such as Avis, GM and JBL — “we recorded over 25% average increase in paid media performance.”

The shop has implemented the platform amid seismic shifts in the way consumers shop and with U.S. eCommerce expected to surpass $294 billion this year. More transactions are taking place via mobile and tablet devices, while Amazon continues to grab share from many retailers.

“It is critical for brands to convert visitors on their digital properties in this hyper-competitive marketplace,” Isobar Chief Commerce Officer Steven Moy said. “Yet for many brands, the ‘last mile’ of converting browsing behavior to buying is broken. We see many brands investing large percentages of their budgets on “pre-click” marketing services and eCommerce platforms, but post-click optimization investment is lagging. We believe the brands that invest in both strategies will be better positioned to respond to the dynamic market conditions and drive growth.”

The agency said its platform works with a wide array of third-party commerce platform providers that many marketers utilize including Hybris, Demandware, IBM Smarter Commerce, Oracle ATG and Adobe Experience Commerce, eBay Enterprise/Magento.