South African parking tech leader Admyt has acquired SHôPING, an in-mall engagement platform developed by Attacq, owner of Mall of Africa, in a move into e-commerce and retail tech, announced on July 28, 2025. Rebranded as Mallpass, the platform integrates ticketless parking, digital vouchers, loyalty rewards, and in-mall navigation into a single mobile app to transform the shopping experience.
Founded in 2015 and operational since 2016, Admyt has registered around 280,000 vehicles across 82 sites in South Africa and Poland, using license plate recognition (LPR) technology for seamless, cashless parking at hubs like Sandton City and V&A Waterfront. SHôPING, launched in 2020 and active at Mall of Africa since 2021, offers digital vouchers, real-time mall information, and navigation, which Mallpass will enhance with personalised offers and retail integration.
Kfir Rusin, Admyt’s CEO, said Mallpass aligns with the company’s mission to simplify retail interactions, creating value for landlords, retailers, and shoppers by streamlining the journey from parking to purchase. Jacquilene de Vries, appointed CEO of Mallpass, will drive its national rollout and refine consumer features like loyalty programs and targeted promotions.
The acquisition is backed by REdimension Capital, a proptech-focused fund, and Lynton Peters, former CEO of OneCart, bringing capital and digital retail expertise. Mallpass enables shoppers to store loyalty cards and access vouchers and navigate malls while providing landlords and retailers with consumer behaviour insights to boost footfall and spending. Mall of Africa will serve as the testing ground for Mallpass, with plans for expansion across South Africa’s major shopping centres.
Admyt’s LPR technology, handling over 10 million monthly scans and saving 15 million paper tickets, supports its pivot to retail tech. Unlike global competitors like ParkMobile or EasyPark, Admyt’s automated parking is tailored to local needs, positioning Mallpass as a unique player. The acquisition amount is undisclosed, and no specific timeline for the nationwide rollout was provided. Success will depend on consumer and retailer adoption and Mallpass’s ability to compete with e-commerce platforms.
This move reflects a trend of merging physical and digital retail, with Mallpass aiming to keep malls relevant through technology-driven, personalised experiences.
