Shopfully Expands Agency Team to Support Retail Media Network Growth Amid Rising Demand – Thursday, February 19, 2026

Shopfully is expanding its agency team to address the rapid growth in Retail Media Networks (RMNs). This strategic move aims to enhance support for retailers and brands as they navigate the increasingly complex RMN landscape.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

Shopfully, a leading player in the retail media sector, is significantly expanding its agency team in response to the accelerating growth of Retail Media Networks (RMNs). RMNs have emerged as a pivotal element in modern retail strategies, enabling retailers to monetize their customer data and digital real estate by offering targeted advertising opportunities to brands. As these networks evolve, they become more sophisticated and integral to retail marketing, driving a surge in demand for specialized expertise to manage and optimize RMN initiatives effectively. By bolstering its agency team, Shopfully aims to deliver deeper, more comprehensive support to both retailers and brands. This expansion will enable the company to provide tailored solutions that help clients navigate the complexities of RMNs, maximize advertising ROI, and stay competitive in a rapidly shifting landscape. The move also reflects Shopfully’s commitment to enhancing its service capabilities and reinforcing its position as a trusted partner in the retail media ecosystem. In an environment where RMNs are becoming increasingly central to retail growth and customer engagement, having access to expert agency support is critical for brands and retailers seeking to unlock the full potential of these platforms.

Why now?

Shopfully’s timing coincides with the rapid maturation of retail media networks over the past 18 months, a period marked by widespread adoption and increasing sophistication. As more retailers recognize RMNs as a vital revenue driver and a tool for personalized customer engagement, the demand for expert agency support has intensified. This trend is part of a broader shift toward digital transformation and data-driven marketing strategies within retail. The expansion underscores the industry’s growing acknowledgment that specialized management of RMNs is essential to fully capitalize on their capabilities and achieve strategic business goals.

So what?

Shopfully’s investment in expanding its agency team signals a strategic evolution in the retail media landscape, highlighting the critical role of specialized expertise in RMN management. For retailers and brands, this development translates into access to more customized, effective RMN strategies that can enhance market positioning and drive stronger returns on advertising spend. As RMNs become increasingly embedded in retail operations, partnering with knowledgeable agencies like Shopfully offers a distinct competitive advantage by ensuring campaigns are optimized and aligned with broader business objectives.

What this means for you:

• For VPs of retail: Integrate RMNs into your overarching marketing strategy to boost brand visibility and deepen customer engagement.
• For eCommerce directors: Leverage agency expertise to refine your RMN campaigns and elevate digital advertising performance.
• For customer experience teams: Utilize insights from RMNs to gain a richer understanding of customer behavior and tailor experiences accordingly.

Quick Hits

• Impact / Risk: Shopfully’s agency expansion could raise the bar for RMN support, intensifying competition among retail media agencies.
• Operational Implication: Retailers should reassess their current RMN strategies and partnerships to ensure optimal media investment returns.
• Action This Week: Review your RMN strategy to identify opportunities where specialized agency support could enhance outcomes. Brief your marketing team on the benefits of engaging with expanded agency services like Shopfully’s.