ShopFully
ShopFully is a Milan-based Drive-to-Store digital marketing platform connecting 200 million shoppers with local retail promotions across 12+ countries through a proprietary AI-powered hyperlocal intelligence platform, serving retailers, FMCG brands, and publishers.
- Company typePrivate
- Founded2010
- HeadquartersMilano, Italy
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What ShopFully does
ShopFully is a Milan-based Drive-to-Store digital marketing platform founded in 2010 that connects approximately 200 million shoppers with local retail promotions across 12+ countries, primarily in Europe with expanding presence in Australia and Latin America. The company operates a three-sided marketplace serving brick-and-mortar retailers (including Aldi, Auchan, Costco, Coop, Coles, Big W), FMCG brands (Coca-Cola, Barilla, Heinz, Kinder), and digital publishers, with a proprietary AI-powered platform called HI! (Hyperlocal Intelligence) that enables hyperlocal campaign targeting, audience analysis at the store level, and real-time performance measurement. The product portfolio includes SP2D for print-to-digital media mix optimization, Catalogue Unlimited for multi-channel promotional distribution, a Full-Funnel Solution spanning awareness to intent stages, and a Retail Media offering that lets retailers monetize catalogues as native advertising — together forming a 1,400+ publisher Shopper Network.
The company monetizes through three primary revenue streams: subscription/recurring fees from retailers using its digital marketing solutions, advertising spend from FMCG brands running full-funnel campaigns, and revenue share with publishers monetizing through the Shopper Network. ShopFully distributes its solutions via direct enterprise sales to retailer and brand clients, a self-serve consumer app portfolio (Shopfully, Doveconviene, Tiendeo, Barcoo, Marktjagd and other regional brands), and channel partnerships with publishers. Headquartered in Milan with offices in 11 additional cities including Berlin, Paris, Barcelona, Bucharest, and Sydney, ShopFully employs approximately 450 people from 30 nationalities and operates under PE ownership via TL Fortify Interco, LLC, having grown significantly through a series of acquisitions including Tiendeo (2022), MEDIA Central Group partnership (2023), Ofertia (2024), and Offerista (2025).
ShopFully firmographics
Firmographics- Name
- ShopFully
- Legal name
- Shopfully S.p.A.
- Website
- https://shopfully.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- ShopFully is a Milan-based Drive-to-Store digital marketing platform connecting 200 million shoppers with local retail promotions across 12+ countries through a proprietary AI-powered hyperlocal intelligence platform, serving retailers, FMCG brands, and publishers.
- Ownership category
- akta.pro rank
ShopFully industry classification
Industry- Product category
- Digital Marketing Platform
- NAICS
- General Merchandise Retailers (455), All Other General Merchandise Retailers (455219), All Other Miscellaneous Retailers (45999), Convenience Retailers (445131)
- SIC
- Retail-Miscellaneous Retail (5900), Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
- akta.pro secondary industries
- Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.) (BPAFACAD), Shopper & Retail Insights (In-Store/Path-to-Purchase, Category Insights) (MPAAALAJ), Shopper/Commerce Creative Agencies (Retail & Marketplace Creative) (MPAAAAAH), In-app Social Shops (Native Checkout) (CRAFANAA)
Keywords
Where ShopFully is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices12 records
Markets served
ShopFully business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Retailer Solutions: Revenue from retailers using ShopFully's digital marketing solutions including catalogue distribution, hyperlocal campaigns, and retail media. Pricing based on campaigns and audience reach with cost per read models.
- Brand Advertising: Revenue from FMCG brands running full-funnel digital campaigns across the Shopper Network, with pricing based on campaign performance and reach metrics.
- Publisher Monetization: Revenue share with publishers who join the Shopper Network, enabling them to monetize their digital presence with non-intrusive, integrated promotional content.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
ShopFully product offering
Product offeringCore offering
ShopFully is a Drive-to-Store digital marketing platform that connects 200 million shoppers with local retail deals while boosting sales for retailers and brands. The company operates Europe's largest Shopper Network of 1,400+ publisher websites and apps, powered by its proprietary HI! (Hyperlocal Intelligence) AI platform that enables measurable hyperlocal campaigns, catalogue digitization, print-to-digital optimization, and retail media monetization for 500+ retailers and top FMCG brands across 12 countries.
Product overview
ShopFully is a Drive-to-Store platform connecting 200 million shoppers with local deals while boosting sales for retailers and brands. The platform operates as a unified ecosystem combining the core HI! (Hyperlocal Intelligence) AI platform with specialized solutions including SP2D for print-to-digital optimization, Catalogue Unlimited for multi-channel distribution, Full-Funnel Solution for omnichannel activation, and Retail Media for monetization. The company has built Europe's largest Shopper Network with over 1,400 premium publisher sites and apps. ShopFully also maintains a portfolio of consumer-facing apps acquired through strategic acquisitions including Tiendeo, Doveconviene, VolantinoFacile, PromoQui, Barcoo, Marktjagd, and regional apps like Broshura.bg, Ofertolino.ro, Prospecto.hu, and Ofertolino.pl serving consumers across 12+ countries.
Differentiator
Problem solved
Functional benefit
Products and services
- HI! (Hyperlocal Intelligence) Proprietary AI-based platform that enables effective and measurable hyperlocal campaigns for retailers and brands. The platform analyzes audiences around each store to define optimal media mix and is used by 500+ retailers and top brands.
- SP2D (Switch Paper to Digital) Solution that analyses media strategy at a hyperlocal level, helping retailers optimise their local media mix between print and digital distribution, with real-time store visit monitoring through dedicated KPI dashboards.
- Catalogue Unlimited Solution that seamlessly distributes promotions across all digital channels including marketplace, comparison sites, apps, Facebook, Google, editorial news, and local news, with innovative digital formats including interactive PDFs and proprietary Next format.
- Full-Funnel Solution Strategic integrated approach activating all key digital channels and formats across Awareness, Consideration, and Intent stages, claiming to drive up to +30% in-store traffic.
- Retail Media Technology enabling retailers to create, distribute, and monetise catalogues and promotional content as native ad experiences, adding new revenue streams to retail media strategies.
- Shopper Network Europe's largest Shopper Network comprising over 1,400 premium websites and apps reaching 200 million shoppers at every stage of the shopping journey, enabling retailers, brands, and publishers to connect with consumers.
Quantifiable outcome
- +30% in-store traffic
- +3 more outcomes
Companies that use ShopFully
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
ShopFully technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
ShopFully partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- OfferistacoreShopFully completed commercial integration with Offerista, unveiling a bold new brand identity as part of the consolidation of their European operations.
- FlippcoreFlipp and MEDIA Central completed their transaction to create a global leader in drive-to-store marketing. Flipp Operations Inc. (based in Toronto, Canada) is also referenced as an Affiliate in ShopFully's privacy policy for intra-group data sharing.
- MEDIA Central GroupcoreMEDIA Central Group and ShopFully joined forces to become Europe's leading drive-to-store marketing platform for major retailers and brands, combining ShopFully's AI-powered HI! platform with MEDIA Central's network.
- TiendeocoreShopFully acquired Spanish company Tiendeo, specializing in catalog and brochure digitization. The acquisition expanded ShopFully's reach to 12 countries with 45 million active users and strengthened its position as a leading international Drive to Store platform.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
ShopFully competitors and assessment
Company assessmentDirect peers
- Pepper (Pepper Media Holding): European digital in-store marketing and drive-to-store platform offering digital leaflets, coupons, and retail media solutions. Directly comparable to ShopFully in product offering and European retailer focus.
- Flipp: North America's largest drive-to-store digital circular platform reaching ~150M shoppers; merged with MEDIA Central to form a global drive-to-store leader alongside ShopFully. Directly comparable in product (digital flyers, retailer monetization) and audience targeting.
- Quotient Technology (Neptune Retail Solutions): Digital promotions, coupons, and retail media platform serving major CPG brands and retailers; merged with Neptune Retail Solutions. Comparable in retailer-monetization and digital coupon distribution to ShopFully's Catalogue Unlimited and Retail Media products.
- Offerista: German digital shopping platform (now part of ShopFully) operating consumer apps and retailer promotions across DACH and CEE. Directly comparable on catalogue digitization and consumer deal discovery before the 2025 integration.
- MEDIA Central Group: European digital advertising and retailer monetization group (merged with Flipp, partnered with ShopFully). Comparable in retailer media solutions and digital catalogue distribution across European markets.
Broad incumbents
- Valassis (Vericast): Long-standing print and digital coupon/promotions company for retailers and CPGs; under Vericast it operates digital retail media. Comparable to ShopFully's digital catalogue and retailer solutions, but with a US-centric focus and broader marketing services portfolio.
- Catalina: Shopper intelligence and personalized digital media for CPG brands and retailers, with deep offline purchase data. Comparable to ShopFully's hyperlocal targeting and HI! analytics, but offers a broader personalization stack and operates at scale in the US.
- Inmar: Digital promotions, retail media, and media logistics provider serving retailers and brands. Overlaps with ShopFully on digital coupons, retailer monetization, and shopper analytics, though Inmar also handles reverse logistics and broader media services.
- Criteo: Global commerce media platform powering retargeting and retail media for e-commerce and omnichannel retailers. Comparable in retail media advertising, though Criteo is heavier on programmatic display and online rather than drive-to-store flyers.
- Google (Retail Media / Local Ads): Dominant digital advertising platform with expanding retail media and local commerce offerings. Indirect peer: not a drive-to-store specialist, but its scale, data, and advertiser relationships represent the competitive ceiling ShopFully must compete against for retailer marketing budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
ShopFully social profiles
Digital presenceShopFully compliance and trust
Trust signalCompliance2 records
ShopFully financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShopFully leadership team
Management profileNumber of profiles
Profiles11 records
ShopFully subsidiaries and ownership
Company hierarchySubsidiaries5 records
ShopFully funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShopFully M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ShopFully
What does ShopFully do?
ShopFully is a Drive-to-Store digital marketing platform that connects 200 million shoppers with local retail deals while boosting sales for retailers and brands. The company operates Europe's largest Shopper Network of 1,400+ publisher websites and apps, powered by its proprietary HI! (Hyperlocal Intelligence) AI platform that enables measurable hyperlocal campaigns, catalogue digitization, print-to-digital optimization, and retail media monetization for 500+ retailers and top FMCG brands across 12 countries.
Is ShopFully a public or private company?
ShopFully is a private company. It is classified as private equity controlled and is currently operating.
When was ShopFully founded?
ShopFully was founded in 2010. It employs 251 to 500 people.
Where is ShopFully based?
ShopFully is headquartered in Milano, Italy, in the Europe region.
How does ShopFully make money?
Three revenue lines are on record. Retailer Solutions are the primary driver. The others are brand Advertising and publisher Monetization.
Who are ShopFully's main competitors?
Direct peers on record are Pepper (Pepper Media Holding), Flipp, Quotient Technology (Neptune Retail Solutions), Offerista and MEDIA Central Group. Broad incumbents are Valassis (Vericast), Catalina, Inmar, Criteo and Google (Retail Media / Local Ads).
Does ShopFully have an API?
No public API is recorded for ShopFully.
What industry is ShopFully in?
ShopFully's product category is Digital Marketing Platform. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms, with a secondary code of BPAFACAD, Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.). Its NAICS code is 455 and its SIC code is 5900.