ShopFully buys competitor Tiendeo to bolster its Drive to Store offering

Stefano Portu, Chief Executive Officer of ShopFully

ShopFully and Tiendeo, two of Europe’s innovative tech firms in the Drive to Store sector, announced a deal that has created a global player to further reinvent local shopping.

ShopFully has acquired 100% of Tiendeo, a Spanish firm specialising in digitisation of brochures, to create a combined group with teams in 12 countries, a network of 45 million active users, and over 400 partners among the major retailers and top brands globally.

What is ShopFully’s market growth?

Under the oversight of ShopFully CEO and Founder Stefano Portu, the Italian-headquartered group will provide the market with best-in-class technology and products, via an innovative technology platform at the service of more customers in Europe and worldwide.

Since its foundation in 2012, ShopFully has showed a dynamic expansion strategy to strengthen its Drive to Store leadership and connect millions of consumers with the stores, which has included the successful 2020 integration of PromoQui and VolantinoFacile in Italy.

Stefano Portu, CEO and Founder of ShopFully, said: “On the back of supportive market trends, ShopFully has seen profitable growth, organically and through selected acquisitions.”

“Our mission is to connect more consumers in Europe and around the globe with their local shops through our proprietary technology. Through the acquisition of Tiendeo, we accelerate our journey with the objective of creating even greater value for users and partners.”

What does the acquisition mean to Aussie shoppers?

Dean Vocisano, ShopFully’s Country Manager for Australia, said: “The Tiendeo acquisition is exciting for our partners, as it bolsters our Drive to Store capabilities, helping us to reach even more users. In response to the rising cost of living, we’re seeing more consumers turn to digital platforms to find the best deals and streamline their shopping experience.”

“The smartphone has become a staple for Aussie shoppers, and our team is working to help brands and retailers engage with consumers where and when they plan to shop in store.”

What are the new structural changes at ShopFully?

The deal will see Tiendeo’s founders Eva Martín, Jonathan Lemberger and Maria Martín step into senior leadership roles of ShopFully, joining a team of over 370 experts from almost 30 different nationalities. “We are delighted to join the ShopFully group, which is establishing itself as the Drive to Store leader in Europe,” said Eva Martìn, Co-Founder of Tiendeo.

“Joining forces will allow us to create new synergies, pooling resources and know-how to develop increasingly innovative solutions for the markets in which we operate,” Martìn said.

ShopFully’s ambition to scale-up its platform and accelerate its expansion aligns with the profound transformation of shopping and retail. While 80% of sales take place in stores and 70% of retail growth in the next few years is expected to come from physical retail, 75% of European consumers decide what products to purchase through digital channels.

The deal will further ShopFully’s mission to fill the gap between digital decisions and local in-store purchases, allowing consumers to save time and money, while helping retailers and brands boost store traffic by capturing online demand. The goal is to move away from legacy marketing techniques based on paper, which represent a €12.6bn annual spend in Europe, to a digital model, leading to a big economic returns and a positive impact on the environment.

Global law firm Orrick advised ShopFully in the acquisition, working in coordination with Davide D’Alena, VP International at ShopFully, and Maria Foti, CFO of ShopFully.