The Mobile Shop
The Mobile Shop is a Canadian mobile phone retail brokerage operating 200+ kiosks inside Loblaw grocery stores, selling smartphones and aggregating wireless plans from seven carriers, with cross-sold device protection, trade-in, and Internet/TV services for consumers and small businesses.
- Company typePrivate
- Founded2013
- HeadquartersToronto, Canada
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What The Mobile Shop does
The Mobile Shop is a Canadian mobile phone retail brokerage operating as a division of Loblaws Inc. (itself part of Loblaw Companies Limited), running more than 180-200 full-service kiosks embedded inside Loblaw and Loblaw-affiliated grocery stores across Canada, including Loblaws, Real Canadian Superstore, Atlantic Superstore, Dominion, Fortinos, T&T, Zehrs, and Your Independent Grocer banners. The kiosks sell smartphones and accessories from Apple, Samsung, Google, Motorola, and others; aggregate wireless service plans from seven carriers (Bell, Rogers, Virgin Mobile, Fido, Chatr, Lucky Mobile, and the Loblaw-affiliated PC Mobile); and cross-sell Internet & TV bundles, trade-in services powered by Phobio, and a tiered Device Protection Plan (DPP, DPP+, DPP+ featuring AppleCare Services) administered by Likewize. Expert in-store staff branded as "Mobilists" provide consultative device and plan selection, supported by bookable appointments, a live-chat Mobilist service available 10am-9pm EST seven days a week, and digital marketing across Instagram, Facebook, TikTok, and Messenger.
The business generates revenue through three streams: device sales and carrier-financed handset transactions (hardware sales), commissions from carriers on plan activations and upgrades (affiliate/referral), and recurring monthly Device Protection Plan fees of $8.99-$13.99 per device (subscription). Pricing varies by carrier and plan tier, with examples including Rogers 5G+ Lite 60GB at $70/mo with autopay, Bell Smartpay Select US 100GB at $75/mo with discounts, and Bell Smartpay Max Unlimited at $90/mo with discounts; all pricing is contingent on credit approval and applicable taxes. The customer base is primarily individual Canadian consumers, supplemented by a small-business plan offering supporting up to 10 shared lines and by PC Optimum loyalty members who can earn and redeem points against device financing.
The Mobile Shop is a wholly owned division of Loblaws Inc. and does not publicly disclose standalone financials. The competitive position rests on three structural assets: physical co-tenancy with Canada's largest grocery footprint, multi-carrier aggregation that lets consumers compare plans in a single kiosk visit, and deep PC Optimum loyalty integration that ties telecom spend into Loblaw's broader household rewards ecosystem. The unit has no external shareholders, no venture funding, and operates entirely within parent-company capital and infrastructure.
The Mobile Shop firmographics
Firmographics- Name
- The Mobile Shop
- Legal name
- The Mobile Shop
- Website
- https://themobileshop.ca
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- The Mobile Shop is a Canadian mobile phone retail brokerage operating 200+ kiosks inside Loblaw grocery stores, selling smartphones and aggregating wireless plans from seven carriers, with cross-sold device protection, trade-in, and Internet/TV services for consumers and small businesses.
- Ownership category
- akta.pro rank
The Mobile Shop industry classification
Industry- Product category
- Wireless Retail Services
- NAICS
- Electronics and Appliance Retailers (44921)
- SIC
- Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Big-Box Electronics + Mobile & Wireless Retail (CRACAAAD)
- akta.pro secondary industry
- Consumer Electronics & Mobile Store-in-Store (CRAGAHAC)
Keywords
Where The Mobile Shop is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
The Mobile Shop business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Device Sales and Financing: Revenue generated from smartphone sales including device financing arrangements. Customers can purchase devices outright or through carrier financing plans, with The Mobile Shop earning commissions or margins on device transactions.
- Wireless Plan Commissions: Commissions earned from wireless carrier partners (Bell, Rogers, Virgin Mobile, Fido, Chatr, PC Mobile, Lucky Mobile) when customers activate new plans or upgrade existing services through The Mobile Shop locations.
- Device Protection Plan Fees: Monthly subscription fees from Device Protection Plans (DPP, DPP+, DPP+ featuring AppleCare Services) ranging from $8.99-$13.99/month depending on device retail value. Plans cover accidental damage, mechanical/electrical failure, lost and stolen devices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Rogers 5G+ Lite 60GB with Device Financing |
| Subscription | Monthly | Bell Smartpay Select US 100GB |
| Subscription | Monthly | Smartpay Max (US Roaming) Unlimited |
| Subscription | Monthly | Device Protection Plan (DPP) |
| Subscription | Monthly | Small Business Plans |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
The Mobile Shop product offering
Product offeringCore offering
The Mobile Shop operates 200+ retail kiosks inside Loblaw grocery stores across Canada, selling smartphones, wireless service plans from multiple carriers (Bell, Rogers, Virgin Mobile, Fido, Chatr, Lucky Mobile, PC Mobile), mobile accessories, Internet & TV packages, and Device Protection Plans. Customers receive in-person expert consultation, trade-in services for old devices, and integration with the PC Optimum loyalty program.
Product overview
The Mobile Shop is a mobile phone retail kiosk operating as a division of Loblaws Inc., located in over 180 Loblaw and affiliated grocery stores across Canada. The company offers a comprehensive mobile ecosystem comprisingPhones (Apple, Samsung, Google, Motorola, and other brands available in-store or via special order), Mobile Plans from multiple Canadian carriers (Bell, Rogers, Virgin Mobile, Fido, Chatr, Lucky Mobile, PC Mobile), Accessories, Internet & TV bundles, and Device Protection Plans (DPP, DPP+, and DPP+ featuring AppleCare Services). Key differentiators include the PC Optimum loyalty points program for earning and redeeming on purchases, a Price Match Guarantee, in-store Mobilist expert assistance, and trade-in programs. The company serves both individual consumers and small businesses with dedicated plan options.
Differentiator
Problem solved
Functional benefit
Products and services
- Smartphones Retail sale of smartphones from multiple manufacturers offered in-store at Loblaw kiosk locations and online, paired with carrier activation services.
- Wireless Plans Carrier-branded wireless voice and data plans from Bell, Rogers, Virgin Mobile, Fido, Chatr, Lucky Mobile, and PC Mobile, sold and activated through The Mobile Shop's kiosks.
- Mobile Accessories Accessories sold alongside smartphones and wireless plans at in-store kiosks.
- Internet & TV Internet and TV service bundles offered through The Mobile Shop's in-store and online channels alongside wireless offerings.
- Small Business Wireless Plans Dedicated wireless plan offering for small Canadian businesses needing multi-line service and ongoing account support, provisioned through The Mobile Shop.
- Device Protection Plans (DPP, DPP+, DPP+ featuring AppleCare Services) Tiered subscription-based device protection plans covering smartphone damage, malfunction, and (in the top tier) AppleCare Services support, sold alongside device purchases.
- Trade-In Program Program allowing customers to trade in used devices for credit toward a new smartphone or wireless plan purchase, processed in-store.
- Price Match Guarantee Service commitment to match competitor pricing on identical smartphone and wireless plan offers, reducing price-related purchase friction.
- Stay Mobile Care Plan Ongoing device care offering referenced within The Mobile Shop's service portfolio to support customers between device upgrades.
Companies that use The Mobile Shop
Customer profileSegments3 records
Ideal customer profiles2 records
The Mobile Shop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Mobile Shop partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Loblaws Inc.coreThe Mobile Shop is a division of Loblaws Inc., operating as part of PC Telecom. This parent company relationship provides The Mobile Shop with access to 200+ retail locations within Loblaw grocery stores, established supply chain infrastructure, and the PC Optimum loyalty program ecosystem.
- BellcoreBell is one of the major wireless carriers represented at The Mobile Shop. Customers can activate Bell plans, purchase devices on Bell financing, and access Bell's 5G+ network through The Mobile Shop locations.
- RogerscoreRogers is a major wireless carrier partner offering 5G+ plans through The Mobile Shop. The partnership includes device financing options, roaming packages, and exclusive offers like CityTV+ and Rogers Satellite.
- Virgin MobileminorVirgin Mobile brand is represented at The Mobile Shop locations, offering customers an additional carrier option alongside Bell and Rogers.
- FidominorFido, a Rogers brand, is available at The Mobile Shop as part of the carrier partnership, providing mid-market wireless plan options.
- Chatr MobileminorChatr Mobile is a budget carrier brand represented at The Mobile Shop, offering cost-conscious consumers an affordable wireless option.
- Lucky MobileminorLucky Mobile is a value-oriented carrier brand available at The Mobile Shop locations.
- PC MobileminorPC Mobile is the Loblaw-branded mobile service available at The Mobile Shop, integrated with the PC Optimum rewards ecosystem.
- Likewize Device ProtectioncoreLikewize Device Protection (formerly Brightstar) administers The Mobile Shop's Device Protection Plans including DPP, DPP+, and DPP+ featuring AppleCare Services. They handle service requests, device replacements, and repair coordination across Canada.
- Phobio (ReCommerce, LLC)corePhobio provides the third-party trade-in valuation tool used by The Mobile Shop to determine device trade-in values. Trade-in values are paid in PC Optimum points up to 850,000 points per device.
- ApplecoreApple provides AppleCare Services integration with The Mobile Shop's DPP+ featuring AppleCare Services plan. This includes priority access to Apple experts, Apple-certified repairs, Express Replacement Service, and battery coverage for iOS devices.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Mobile Shop competitors and assessment
Company assessmentDirect peers
- The Source: Bell Canada's consumer electronics retail chain with hundreds of stores across Canada. Operates as a carrier-aligned multi-category CE retailer selling phones, plans, accessories, and home services — directly comparable to The Mobile Shop's kiosk-in-grocery model but as standalone stores.
- Glentel (Tbooth Wireless / WOW Mobile Boutique / Mobile Klinik): Canadian multi-carrier wireless retailer operating Tbooth, WOW Mobile Boutique, and Mobile Klinik banners inside shopping malls and partner retail. Closest direct competitor in the multi-carrier retail-brokerage model that The Mobile Shop also runs.
- WIRELESSWAVE / Tbooth (under Glentel): Canadian multi-carrier wireless broker operating primarily in mall and partner retail locations. Direct multi-carrier kiosk competitor offering the same carrier-agnostic shopping experience The Mobile Shop runs inside Loblaw stores.
- Bell Store (Bell retail locations): Carrier-owned retail locations selling Bell-branded smartphones, plans, and accessories. Direct channel partner and competitor: same carrier feeds revenue to The Mobile Shop through commissions while also competing for activations.
- Rogers Store: Carrier-owned retail locations selling Rogers, Fido, and Chatr-branded smartphones, plans, and accessories. Same dynamic as Bell Stores — both partner and competitor for The Mobile Shop's activations and upgrades.
Broad incumbents
- Samsung Experience Store (Canada): Samsung-branded retail locations in Canada offering Galaxy devices, financing, accessories, and trade-ins. Competes for the same Android device sales and trade-in pool that The Mobile Shop serves through Mobilists.
- Apple Store (Canada): Apple's own retail stores in Canada sell iPhones, financing, AppleCare, and carrier activations. Represents the OEM-direct threat that can compress The Mobile Shop's iPhone-driven device and DPP+ AppleCare revenue.
- Staples Canada (Tech Services / Mobile): Office and electronics retailer carrying mobile devices, accessories, and connectivity services. Adjacent competitor in CE retail with broad category mix similar to The Mobile Shop's accessory and device breadth.
- Best Buy Canada: Canada's largest specialty consumer electronics retailer, selling smartphones, plans, accessories, and connected home services. Operates at broader CE category scale than The Mobile Shop but competes for the same device and plan activation wallet.
Emerging players
- Costco Mobile (Canada): Costco's wireless kiosk/service offering through in-store activations of carrier plans at aggressive member pricing. Comparable in-store activation model and trade-in reach, leveraging Costco's high-traffic member footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Mobile Shop social profiles
Digital presenceThe Mobile Shop financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Mobile Shop leadership team
Management profileNumber of profiles
The Mobile Shop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Mobile Shop M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Mobile Shop
What does The Mobile Shop do?
The Mobile Shop operates 200+ retail kiosks inside Loblaw grocery stores across Canada, selling smartphones, wireless service plans from multiple carriers (Bell, Rogers, Virgin Mobile, Fido, Chatr, Lucky Mobile, PC Mobile), mobile accessories, Internet & TV packages, and Device Protection Plans. Customers receive in-person expert consultation, trade-in services for old devices, and integration with the PC Optimum loyalty program.
Is The Mobile Shop a public or private company?
The Mobile Shop is a private company. It is classified as corporate owned and is currently operating.
When was The Mobile Shop founded?
The Mobile Shop was founded in 2013. It employs 501 to 1,000 people.
Where is The Mobile Shop based?
The Mobile Shop is headquartered in Toronto, Canada, in the North America region.
How does The Mobile Shop make money?
Three revenue lines are on record. Device Sales and Financing is the primary driver. The others are wireless Plan Commissions and device Protection Plan Fees.
Who are The Mobile Shop's main competitors?
Direct peers on record are The Source, Glentel (Tbooth Wireless / WOW Mobile Boutique / Mobile Klinik), WIRELESSWAVE / Tbooth (under Glentel), Bell Store (Bell retail locations) and Rogers Store. Broad incumbents are Samsung Experience Store (Canada), Apple Store (Canada), Staples Canada (Tech Services / Mobile) and Best Buy Canada. Costco Mobile (Canada) is listed as an emerging player.
Does The Mobile Shop have an API?
No public API is recorded for The Mobile Shop.
What industry is The Mobile Shop in?
The Mobile Shop's product category is Wireless Retail Services. Its primary akta.pro industry code is CRACAAAD, Big-Box Electronics + Mobile & Wireless Retail, with a secondary code of CRAGAHAC, Consumer Electronics & Mobile Store-in-Store. Its NAICS code is 44921 and its SIC code is 5734.