Flow unlocks commerce media potential for South Africa’s top retailers and platforms

Flow, South Africa’s leading commerce media platform, is enabling precise, closed-loop advertising campaigns powered by verified first-party data from some of the country’s largest commerce partners.

Partners already on board include Woolworths, Zapper, Howler and MoreCorp (The Pro Shop and Cycle Lab) and many more – representing industries from retail and e-commerce to events, sports, beauty, food and beverages, fashion and hospitality.

Using Flow’s technology, these partners are activating  their high-value shopper audiences across major digital channels, turning rich customer data into powerful, measurable campaigns.

The value of partner audiences

The true power of commerce media lies in the quality and scale of these audiences. Through Flow’s Commerce Media offering, partners can offer their merchants and seller brands access to hundreds of active audience segments, built on years of transactional and behavioural data. This enables highly relevant targeting to loyal shoppers who are already primed for purchase.

From premium grocery buyers to tech-savvy early adopters, health-conscious families, and style-driven consumers, each partner offers unique, deeply understood customer segments. Insight into factors such as shopping frequency, product preferences, and brand affinity enables advertisers to deliver more personalised campaigns that boost both brand awareness and sales performance.

Retailers and E-Commerce players becoming media owners – a global shift

Commerce media is one of the fastest-growing segments in global advertising. Around the world, retailers and e-commerce platforms are using their first-party customer data to offer advertisers precision targeting in trusted environments – while creating new, high-margin revenue streams for themselves.

This model gives advertisers greater control, transparency, and return on their advertising spend, while helping retailers strengthen relationships with suppliers by directly driving and measuring sales impact.

Flow: The engine behind South Africa’s commerce media move

“We’ve built a platform that makes retail media simple, scalable, and effective – without compromising data integrity,” says Daniel Levy, Co-Founder and Co-CEO of Flow.

Flow’s commerce media solution includes:

● All-inclusive ad and audience packages tailored to specific brand objectives.

● Instant audience activation across platforms including Meta, Google, and TikTok.

● Direct traffic generation to brand and product pages.

● Detailed monthly reporting for transparent ROI tracking.

 “By combining rich retail data with our full-funnel media and measurement capabilities, we’re unlocking serious performance potential for the supplier brands of our commerce media partners.”

Proven expertise, built for scale

Flow was founded by Daniel Levy and Gil Sperling – the team behind Popimedia, formerly Africa’s largest adtech and performance marketing company and the continent’s only Facebook Marketing Partner before its acquisition by Publicis in 2015. With deep expertise in managing some of the region’s largest Meta and Google budgets, the team knows what it takes to deliver performance at scale.

Flow is setting the benchmark for commerce media in South Africa, giving partners a trusted, ready-to-run solution to monetise their audiences and help brands connect with customers in smarter, more measurable ways.