ShopX brings three retail media businesses together under one global platform

ShopX has launched as a global retail media group, bringing together Flipp, Shopfully and MEDIA CENTRAL to build a shared platform focused on connecting brands and retailers with consumers throughout the physical shopping journey.

Announced in Sydney on November 2, 2026, the group brings together more than 1,000 employees, reaches approximately 400 million shoppers across 27 markets and works with thousands of retailers and brands.

The three businesses will continue operating under their existing brands, retaining their market positions and customer relationships while benefiting from shared technology, capabilities and global scale.

Led by Group CEO Michael Silverman, ShopX aims to make the physical path to purchase a measurable media channel, enabling retailers and brands to connect advertising investment with outcomes in stores.

Bringing retail media beyond online shopping

The launch addresses a significant gap in the retail media market. While digital retail media has expanded rapidly through e-commerce platforms and online conversion channels, a substantial proportion of consumer spending still takes place in physical stores.

ShopX cites eMarketer data indicating that approximately 80% of retail sales happen offline, with the share rising to nearly 90% for everyday consumer goods, according to Europanel's E-commerce Lite 2025 research.

For shoppers, promotions and product information are often spread across different retailers and channels, making it difficult to compare offers and make informed purchasing decisions.

For brands, the challenge is connecting advertising investment with measurable sales outcomes, particularly when purchases happen in physical stores rather than online.

Retail media has developed into a global market valued at approximately $200 billion, according to WARC. However, much of the sector's infrastructure and investment remains concentrated in digital commerce.

ShopX aims to extend those capabilities into physical retail by connecting shoppers, retailers, brands and publishers through a shared, cross-retailer platform.

Shared technology while preserving established brands

The group combines three businesses with established positions across retail media, shopping technology and consumer engagement.

Flipp provides digital solutions that help retailers and brands connect with shoppers through offers, promotions and shopping content. Shopfully focuses on digital solutions that influence shopping decisions and connect consumers with retailers. MEDIA CENTRAL brings expertise in retail marketing and promotional communication.

Under the ShopX structure, each company will continue operating under its own brand. The shared platform is intended to provide common technology and greater reach without disrupting existing customer relationships.

The group believes a neutral, cross-retailer approach is important to developing physical retail media at scale. Building the necessary infrastructure across multiple retailers and markets requires collaboration and capabilities that may be difficult for any single retailer to develop independently.

Investment, acquisitions and international expansion

ShopX plans to continue investing in technology, entering new markets and acquiring complementary businesses as it builds its global platform.

The group says its development to date includes 10 acquisitions, providing a foundation for its combined capabilities and geographic reach.

The next phase will focus on connecting those capabilities more closely across the shopping journey, while creating additional opportunities for retailers and brands to measure the impact of their activity in physical stores.

Michael Silverman, Group CEO of ShopX, said the combined platform builds on decades of work developing solutions that deliver impact for hundreds of millions of households.

He added that bringing the businesses together under one platform creates a shared direction for growth and gives retail and brand partners a broader foundation for measurable in-store results.

Leadership team brings together the group

ShopX is led by a Group Management Board comprising:

• Michael Silverman, Group CEO

• Stefano Portu, Group President and COO

• Jaclyn Welsh, Group CFO

• Ingo Wienand, CEO of MEDIA CENTRAL

Stefano Portu said the opportunity extends beyond the existing retail media landscape, noting that most shopping still takes place in physical stores, while much of that activity remains difficult for brands to measure.

He described ShopX's mission as connecting shoppers, retailers, brands and publishers around physical retail.

Making physical retail more measurable

The launch of ShopX reflects a broader effort to bring digital measurement and advertising capabilities into the physical shopping environment.

As brands seek stronger accountability for advertising investment, the ability to connect shopper engagement with in-store outcomes is becoming increasingly important. Retailers, meanwhile, have an opportunity to develop new media capabilities around their existing customer relationships and shopping environments.

By combining Flipp, Shopfully and MEDIA CENTRAL, ShopX is positioning itself to address this opportunity across multiple markets through a shared technology platform.

Its ambition is to make physical retail more visible, measurable and commercially connected for the businesses that influence and serve shoppers.

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About ShopX

ShopX is a global group building a retail media platform for physical retail. It reaches approximately 400 million shoppers across 27 markets, works with thousands of retailers and brands, and employs more than 1,000 people. Its group includes Flipp, Shopfully and MEDIA CENTRAL, which continue to operate under their existing brands.

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Source & Credits

ShopX, “Introducing ShopX: a global group bringing the power of digital to physical retail,” November 2, 2026. 

Media: Hotwire AU