South African parking tech company Admyt has announced its acquisition of SHôPING, an in-mall engagement platform previously developed by Attacq, the owner of the Mall of Africa. This move marks a significant pivot for Admyt as it expands beyond its core business of ticketless parking into broader digital retail experiences. The newly acquired platform will relaunch as Mallpass, creating a unified app-based journey from parking to shopping.
Enhancing the Shopper Experience
SHôPING, founded in 2020 and operational at the Mall of Africa since 2021, already enables a range of in-mall services including digital vouchers, indoor navigation, loyalty rewards, and real-time retail information. Under Admyt’s stewardship, these features will not only be retained but enhanced as the company prepares to scale Mallpass across South Africa’s major retail centres. This positions the platform to offer a more comprehensive and engaging experience for consumers visiting physical retail spaces.
Connecting Parking and Purchasing
Admyt CEO Kfir Rusin describes the acquisition as a natural extension of the company’s mission to simplify interactions with physical environments. By integrating Mallpass into its ecosystem, Admyt aims to deliver a seamless, end-to-end shopper journey that begins at the parking lot and continues through the entire retail experience. This convergence creates new value for landlords, retailers, and shoppers through frictionless engagement and smarter data use.
New Leadership to Drive Growth
To spearhead the rollout of Mallpass, Admyt has appointed Jacquilene de Vries as CEO of the new platform. Her mandate is to lead its national expansion while refining consumer-facing features to ensure maximum adoption. The goal is to make Mallpass a staple in South African shopping centres, combining retail convenience with digital innovation.
Strong Backing from Industry Leaders
The transition is being supported by REdimension Capital, a proptech-focused investment fund known for backing transformative real estate technologies. Sector veteran Lynton Peters, co-founder and former CEO of OneCart, also brings strategic guidance and industry insight to the venture. Their involvement signals strong confidence in Mallpass’s potential to reshape in-mall retail engagement.
Admyt’s Evolution from Parking to Platform
Since launching in 2016, Admyt has grown its ticketless parking service across 82 sites in South Africa and Poland, registering approximately 280,000 vehicles as of early 2025. Known for its use of licence-plate recognition and mobile app-based access, the company has become a staple in high-traffic malls like Sandton City and Cradlestone Mall. Now, with the introduction of Mallpass, Admyt is evolving from a parking facilitator into a full-fledged retail tech player.
Unlocking Shopper Data and Insights
The integration of loyalty, navigation, and payment features allows Mallpass to unlock a new layer of data on shopper behaviour, providing actionable insights for mall owners and tenants. This move enables retailers to connect with customers in real time through personalised offers, while malls can incentivise longer stays and increased spending. The combination of operational ease and enhanced engagement is expected to drive meaningful results for all stakeholders.
Pilot and National Expansion Plans
Mall of Africa will continue to serve as the live test bed for Mallpass, offering a controlled environment to refine features before scaling. Admyt plans to use the learnings from this flagship site to inform a broader rollout across South Africa’s leading malls. With its established infrastructure and customer base, the company is well-positioned to accelerate the platform’s adoption at scale.
The launch of Mallpass marks a pivotal evolution in Admyt’s journey from parking tech startup to integrated retail technology provider. By combining seamless parking access with enriched in-mall engagement, the company is aligning its growth strategy with the digital future of retail. With strong leadership, strategic backing, and a clear product vision, Mallpass is set to redefine how South African shoppers interact with brick-and-mortar retail.