ShopFully

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).

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

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

• Drive-to-store marketing
• Digital retail media
• Hyperlocal advertising
• Catalogue digitization
• Shopper network platform

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. 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.
2. Brand Advertising: Revenue from FMCG brands running full-funnel digital campaigns across the Shopper Network, with pricing based on campaign performance and reach metrics.
3. 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

Core 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

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• OfferistacoreStrategic or Co-development Partner · 19 February 2025ShopFully completed commercial integration with Offerista, unveiling a bold new brand identity as part of the consolidation of their European operations.
• FlippcoreStrategic or Co-development Partner · 19 September 2024Flipp 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 GroupcoreStrategic or Co-development Partner · 25 May 2023MEDIA 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.
• TiendeocoreStrategic or Co-development Partner · 1 April 2022ShopFully 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

Direct 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

• Xx.com/ShopFully
• Facebookfacebook.com/shopfully

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ShopFully