Last Updated on: 26th June 2025, 04:30 pm
Shopthru, the pioneering embedded checkout platform reshaping the future of open web commerce, has welcomed Mark Walters—former CEO of Awin and a respected global authority in affiliate and performance marketing—to its Board.
Walters, who has been instrumental in developing the affiliate sector into the multi-billion-pound global ecosystem it is today, brings unparalleled insight into building scalable and trustworthy platforms for both retailers and content partners. By acquiring an equity stake and joining the board, Walters is demonstrating strong belief in Shopthru’s aim to drive innovation within the publishing sector—enabling creators, media outlets, and content ecosystems to thrive in a dynamic environment defined by embedded commerce, storefront-led strategy, and agentic technologies.
“Shopthru is the kind of solution that addresses a variety of issues faced within the channel,” said Walters. “It doesn’t just solve some of the friction we see today, it completely reimagines how commerce can flow across content, creators, and the web. This is a platform built for the future of performance marketing.”
Shopthru’s exclusive embedded checkout and smart storefront functionality enable retailers to deliver seamless shopping experiences across a variety of content formats—whether through influencer activity, editorial content, or digital out-of-home channels. This creates an enhanced monetisation opportunity for publishers and creators, maintaining robust attribution and enabling direct transactions.
As commerce becomes more agentic, Shopthru offers tools that allow content creators to operate as effective storefronts—curating products, converting audiences, and generating revenue instantly, with transparent processes and aligned commercial incentives. For retailers, the platform delivers an innovative path to reach audiences beyond closed ecosystems, while maintaining control over their brand, customer data, and checkout flows.
“It’s not just Mark’s experience that matters, it’s the belief in what we are doing,” said Matt Parkinson, founder of Shopthru. “His decision to back us at this stage validates our vision and accelerates our trajectory. We’re solving the problems of today and building the rails for tomorrow, and we couldn’t ask for a better partner on the journey.”
Shopthru is now rolling out with prominent retail, media, and content partners and is actively forming new alliances across the affiliate, media, and ecommerce sectors. With considerable interest already secured, further announcements regarding partnerships and funding are anticipated soon.
