London, UK – June 25, 2025 – Shopthru, the embedded checkout platform redefining how commerce happens across the open web, today announced that Mark Walters, former CEO of Awin and a globally respected leader in affiliate and performance marketing, has joined the Board.
Walters, who helped shape the affiliate industry into the multi-billion-dollar global channel it is today, brings unrivaled experience in building trusted, high-scale platforms that empower both retailers and publishers. His decision to take an equity stake and join Shopthru’s board signals strong conviction in the company’s mission to bring commerce innovation to the publishing sector empowering creators, media owners, and content platforms to thrive in a rapidly evolving digital landscape shaped by agentic technology, embedded experiences, and storefront-first strategies.
“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 proprietary embedded checkout and intelligent storefront capabilities allow retailers to deliver shoppable experiences anywhere – from influencer posts to editorial content to digital out-of-home. It gives creators and publishers a powerful new monetisation layer that preserves attribution integrity and drives direct sales
Inspired by a new era of agentic commerce, Shopthru equips the content creator economy with everything they need to become storefronts in their own right – curating, converting, and monetising in real-time, with full transparency and aligned incentives. For retailers, it offers an innovative new way to extend their reach beyond walled gardens and into trusted digital environments – without losing control of the checkout, the brand, or the data.
“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 currently rolling out with leading retailers, publishers and content networks and is actively engaging strategic partners across affiliate, media, and ecommerce ecosystems. Interest is high, and the company expects to announce additional partnerships and funding updates in the coming months.
ENDS