Global shopping marketplace,, will be helping Tradedoubler clients to reach out to new countries as part of a new deal between the two companies. The long-term aim is to help nurture international shopping and cross-border retailing.

Retailers can use Fruugo to integrate product data into the site’s marketplace, which will give them access to 23 countries worldwide. All transactions will occur in the consumer’s native currency and language.

Fruugo’s undergone a period of change after last year’s acquisition of the Fruugo business by the UK management team. The Tradedoubler deal brings it one step closer on the road to further expansion, according to the company’s chief executive officer, Dominic Allonby.

“Today’s announcement heralds another in a growing raft of relationships with leading data feed companies, performance marketing organisations, retailer aggregators and ecommerce platforms around the world,” Allonby said.

Incrementality Through Globalisation

Tradedoubler currently operates in more than 40 countries and works with various blue-chip advertisers. It expects the partnership with Fruugo to build on the €3.5 billion in incremental revenues it produced for clients in 2012.

Network director at Tradedoubler, Andrew Copeland, spoke of consumers’ desire to break down the traditional boundaries that prevent them buying products from companies based overseas.

“Cross-border demand for products is increasing at an unbelievable rate,” Copeland said. “Our partnership with Fruugo benefits both our advertisers and their customers by bringing them together at a truly local level.”