Admyt, South Africa’s pioneering provider of ticketless parking solutions, has made a bold move into the e-commerce and retail engagement space with the acquisition of SHôPING—an innovative in-mall digital platform originally developed by Attacq, the owner of Mall of Africa. This strategic acquisition marks a significant evolution in Admyt’s business model, as the company repositions itself as a comprehensive retail technology provider.
The acquired platform will be rebranded and relaunched as Mallpass, a next-generation digital ecosystem designed to enhance the shopper experience by integrating parking, navigation, loyalty, and retail engagement into a single, seamless mobile interface.
SHôPING, which was launched in 2021 at Mall of Africa, already offers a suite of shopper-centric features including:
- Digital vouchers and promotions
- In-mall navigation tools
- Loyalty rewards programs
- Real-time updates and notifications
Under Admyt’s stewardship, these features will not only be retained but significantly enhanced. Mallpass will serve as a digital bridge between shoppers, retailers, and landlords—streamlining the entire retail journey from the moment a customer enters the parking lot to the point of purchase.
Admyt CEO Kfir Rusin describes the acquisition as a natural extension of the company’s mission to simplify and modernize interactions with physical retail environments. “With Mallpass, we’re creating a frictionless, end-to-end retail experience that benefits everyone in the ecosystem—shoppers, retailers, and landlords alike,” Rusin said.
To lead this ambitious new venture, Admyt has appointed Jacquilene de Vries as CEO of Mallpass. Her mandate is to drive national adoption of the platform and refine its consumer-facing capabilities to meet the evolving expectations of South African shoppers.
Backing this initiative is REdimension Capital, a proptech-focused investment fund, along with Lynton Peters, co-founder and former CEO of OneCart. Their involvement brings not only capital but also deep expertise in digital retail and platform scaling.
Founded in 2015 and launched in 2016, Admyt has become synonymous with smart, app-based parking solutions powered by license plate recognition. As of early 2025, the platform had registered over 280,000 vehicles across 82 sites in South Africa and Poland, including major retail destinations like Sandton City and Cradlestone Mall.
With the launch of Mallpass, Admyt is evolving from a parking technology provider into a retail engagement platform—one that leverages data, personalization, and loyalty to create richer, more connected shopping experiences.
Mall of Africa will continue to serve as the pilot site and innovation hub for Mallpass, ensuring continuity while enabling real-time testing and refinement of new features. From this flagship location, Admyt plans to scale Mallpass across major shopping centres nationwide, transforming malls into digitally enhanced environments that drive foot traffic, increase dwell time, and boost consumer spending.
