Falabella Turns to Topsort to Scale Fmedia Across Latin America
Falabella is one of the largest and most established retailers in Latin America, serving millions of customers across Chile, Peru, and Colombia through a broad omnichannel ecosystem spanning fashion, beauty, technology, home, and marketplace commerce. With thousands of brands and sellers operating across its platforms, the company had already built many of the foundations for a strong retail media business through Fmedia, its own retail media unit. What Falabella needed next was infrastructure that could help scale those opportunities more efficiently and transparently.
As retail media investment across the region continued to accelerate, Falabella began evaluating technologies that could modernize its advertising stack and create a stronger experience for both advertisers and internal teams. After running a proof of concept with Topsort, the company decided to move forward with a full migration to Topsort’s AI-native, auction-based retail media infrastructure.
Fmedia now runs on Topsort’s platform, helping Falabella improve advertising performance, strengthen measurement capabilities, and build a more scalable retail media operation across its ecosystem.
The Challenge
The opportunity for Fmedia was clear. Falabella had strong shopper traffic, established supplier relationships, and growing advertiser demand across its commerce platforms. The challenge was turning that demand into a scalable and measurable advertising business that could continue growing across multiple markets and millions of SKUs.
As retail media became a larger strategic focus, Falabella wanted to strengthen campaign performance, improve measurement capabilities, and create a more transparent advertising environment for brands and sellers. The team was also looking for technology that could better leverage first-party data and support a more dynamic, auction-based approach to advertising optimization.
At the same time, the team needed infrastructure that could integrate smoothly into its broader commerce environment without creating unnecessary operational complexity or slowing future expansion plans.
The Solution
During the proof of concept, Topsort’s auction-based infrastructure and AI-powered metrics demonstrated clear improvements across key advertising performance metrics.
The partnership enabled Falabella to migrate toward a full-stack retail media infrastructure designed specifically for commerce environments. With Topsort, Fmedia can now support:
- Auction-based sponsored product advertising
- AI-powered campaign optimization
- Real-time reporting and measurement
- Improved audience targeting using first-party data
- Transparent attribution and performance insights
The migration also enables Fmedia to continue modernizing its retail media operations while scaling advertising capabilities across Falabella’s ecosystem, which spans millions of SKUs.
The Impact
Following a successful proof of concept, Falabella decided to migrate to Topsort’s full-stack retail media infrastructure. Through Topsort’s auction-based technology and AI-powered Bidless™ optimization, Falabella recorded double-digit improvements across key metrics, including ROAS and CTR, reinforcing the value of a more transparent and performance-driven advertising environment.
The migration gives Fmedia a more scalable foundation for sponsored product advertising, campaign optimization, and measurement across Falabella’s omnichannel business. It also enables brands to access more transparent reporting and clearer attribution while improving targeting through first-party data.
One of the key advantages for the team was the ability to modernize the advertising stack while maintaining flexibility to continue expanding retail media offerings over time.
What This Signals for Retail Media
Falabella’s partnership with Topsort reflects a broader shift happening across the retail media industry, where retailers are increasingly investing in infrastructure built around transparency, automation, and measurable performance.
As retail media businesses continue to scale, brands are expecting more than just access to shopper audiences. They want clearer attribution, more efficient campaign optimization, and greater confidence in how media budgets are being spent. In response, many retailers are moving toward auction-based technologies and AI-powered systems that can support long-term growth while improving the advertiser experience.
