Admyt, the South African leader in ticketless parking, has taken a major step into e-commerce by acquiring SHôPING, an in‑mall engagement platform originally developed by Attacq, owner of the Mall of Africa. The platform will now be relaunched as Mallpass, offering shoppers a unified digital experience that extends beyond parking into retail engagement.
Founded in 2020 and deployed at Mall of Africa since 2021, SHôPING already enables shoppers to access digital vouchers, in‑mall navigation, loyalty rewards, and real‑time information. Under Admyt’s ownership, Mallpass will retain and enhance these features, with new capabilities planned as the platform is scaled across South African malls.
CEO Kfir Rusin says the acquisition is a natural extension of Admyt’s core mission: simplifying interactions with physical retail spaces. He explains that Mallpass will deliver a seamless retail journey from parking to purchase, benefiting landlords, retailers, and shoppers alike.
To lead this new venture, Admyt has appointed Jacquilene de Vries as CEO of Mallpass. Her directive is clear: drive national adoption of the platform and refine its consumer‑facing capabilities.
Strategic backing comes from REdimension Capital, a proptech-focused investment fund, along with sector veteran Lynton Peters, Co‑founder and former CEO of OneCart. Their support brings both capital and deep digital retail expertise to the initiative.
This pivot marks a broader shift in Admyt’s business model. Founded in 2015 and launched in 2016 across major retail hubs like Sandton City and Cradlestone Mall, Admyt has built its reputation on licence‑plate recognition and app‑based, ticketless parking solutions. As of early 2025, the platform had registered around 280,000 vehicles across 82 sites in South Africa and Poland.
By integrating retail engagement into its offerings, Admyt transforms into more than just a parking facilitator. Mallpass positions the company as a retail tech provider fusing frictionless access, loyalty, and personalisation in one mobile environment. This positions Admyt to tap into shopper data and consumer behaviour insights that lie outside its previous scope.
For landlords and retailers, Mallpass represents a new channel to drive footfall, boost spending, and deepen consumer engagement. With digital vouchers and loyalty incentives merged into a navigation layer, malls can now offer richer experiences that encourage shoppers to stay longer and spend more.
Mall of Africa remains the test bed for Mallpass, ensuring continuity while serving as a live innovation lab. Admyt plans to expand rapidly beyond this flagship site, targeting growth across major shopping centres nationwide
