Published on: November 3, 2026
Sydney, 3rd November 2026 – ShopX launches with the aim of transforming the physical path to purchase into a measurable media channel for retailers and brands. The company brings together Flipp, Shopfully and MEDIA CENTRAL, combining their expertise in media, technology and retail. With a team of more than 1,000 employees, ShopX serves thousands of leading retailers and brands across 27 markets, reaching 400 million shoppers.
The three companies will continue to operate under their existing brands, maintaining their market positions and customer relationships. ShopX gives them shared technology and global scale.
“We have spent decades building solutions that drive real impact for hundreds of millions of households. This engagement allows our retail and brand partners to trust our platform to drive measurable results in store. ShopX turns that foundation into one platform, with a shared direction to grow further,” said Michael Silverman, Group CEO.
The opportunity is large. About 80% of all retail sales still happen offline [source: eMarketer], and for everyday consumer goods the share is nearly 90% [source: Europanel, E-commerce Lite 2025]. Price-sensitive shoppers want a complete view of promotions, but that information is scattered across retailers and channels. Brands want to invest more in advertising they can tie to sell-out: leading to a retail media business that has grown into a $200 billion global market [source: WARC]. But today, retail media stillprimarily resides in online conversion solutions. Retail media needs to be viable in physical retail as well. This mission is complex and requires the right neutral, cross-retailer platform that no single retailer can build alone. ShopX aims to be that platform.
To pursue this mission, the group will keep investing in technology, entering new markets, and adding complementary businesses, building on 10 acquisitions to date.
“What we have built so far is the starting point. Most shopping still happens in stores, and most of it is invisible to the brands that pay to influence it. At ShopX, we are here to change that by connecting shoppers, retailers, brands, and publishers around physical retail,” said Stefano Portu, Group President & COO.
ShopX is led by its Group Management Board: Michael Silverman, Group CEO; Stefano Portu, Group President & COO; Jaclyn Welsh, Group CFO; and Ingo Wienand, CEO of MEDIA CENTRAL.
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