Wishibam is the European leader in omnicommerce. They developed a retail-up technology enabling shopping centers, city centers, and major brands to provide their customers with an omnichannel experience based on their physical commerce. In this interview, RLI sits down with company CEO Charlotte Journo-Baur to learn more about the business, what it offers, its clients and what makes them stand out.

Wishibam, a French company founded in 2015, believes in a world where e-commerce and retail are not seen as competitors, but as two complementary halves. They do not wish to see a world where stores no longer exist in cities and malls are turned into warehouses. Instead, their mission is to use innovative systems and technologies to help major players develop profitable growth built on their customers’ behaviors.
Wishibam platform is made up of different fully-customizable modules to answer their clients’ specific needs: Wishibam front, Wishibam omnichannel marketplace, and Wishibam omnichannel OMS.
Wishibam’s goal is to help companies adapt to the new revolution of retail where bridging the gap between online and physical experiences is no longer optional.
Their technology enables their clients to integrate new services such as e-commerce and logistics based on real-time inventory to their business model. Wishibam replaces existing costs allocated to services that no longer fit customers post-covid-19 expectations.


Their core module, Wishibam Omnichannel Hub, in which they invested €8M, makes Wishibam the only player in the industry able to integrate with a multitude of information services. They already integrated with almost 2000 brands such as Nike, Galeries Lafayette, Converse, Jennyfer or Sandro without needing any specific IT development.
When integrated, Wishibam receives all product information in real-time (stocks, price, product content, etc.) enabling shopping centers and city centers to broadcast and sell retailers’ products and services online. Clients can create a multi-store basket, pay just once and choose between drive, click-and-collect, call & collect, or home delivery.
Once the order is completed, Wishibam’s OMS comes into play: the products are automatically split between retailers for them to process the order in-store. Payments are ventilated in real-time and a last-mile logistics provider will manage the packing and the delivery efficiently.
Wishibam OMS has been built to fit ship-from-store logistics constraints, allowing Wishibam’s clients to become a place to sell and to ship, but also giving a truly omnichannel experience to the end customer.
Furthermore, thanks to Wishibam’s Platform the clients can get a better understanding of their end-customer by accessing data at a transactional level. The operational and marketing teams can effectively leverage the newly acquired information to run hyper-personalized marketing campaigns, advise tenants, or identify high potential brands.
“As we continue on our journey, we are committed to helping shopping centers and city centers reinvent themselves by becoming omnichannel leaders. They have everything they need to succeed: great brands, strong local notoriety, and enhanced client experience,” explains Charlotte Journo-Baur, CEO of Wishibam. For example,, the omnichannel marketplace we deployed for Compagnie de Phalsbourg, is generating their tenants a 28% growth in revenue, and a 31% increase in qualified footfall.


Charlotte explains that it has been five years since footfall decreased in Europe (an average of 60% before Covid) while at the same time, e-commerce sales increased by more than 180%.
“The above figures explain the drastic drop in the commercial retail industry valuation as Amazon has become the biggest shopping center in the world. People have changed their consumption habits, for companies to exist today they need to be where their clients are. Shopping centers must reinvent themselves in the age of digital, especially after the Covid-19 crisis. According to Google Retail, 76% of customers are looking online before buying in stores. If you are not online you are giving away your traffic to players such as Amazon.” she continues.
Today their clients include companies such as Altarea, Ceetrus, Compagnie de Phalsbourg, Leclerc, AG Real Estate (…)but also city centers such as Paris, Angers, Megeve and Versailles. They just opened a new office in Milan and are thrilled to roll out more than 40 new platforms in the upcoming months.
While based in France, Wishibam is already working in Italy, UK, Norway, Belgium and Spain:
“We have also started working with brands directly on their omni-channel strategies which is interesting because it creates threads from genealogy between shopping centers and brands and we maintain our efforts in working on city center revitalization,” says Charlotte Journo-Baur.
Having achieved a great deal in a short period of time, the success behind Wishibam comes from their understanding of the industry and the building of their technology with this industry in mind. They build technology that can be deployed seamlessly and efficiently.


“To give you an idea, we have integrated almost two thousand brands and to do so we have used more than a thousand different ways. This means that our technology is able to adapt and evolve to allow brands to integrate the marketplaces seamlessly,” Charlotte Journo-Baur comments.
The work Wishibam undertakes allows their clients to become more customer focused and in the future what they would like to do is target brands whilst working alongside shopping centers and city centers.
“What we want to do moving forward is to become the business that offers all brick-and-mortar players an omni-channel experience, developing a platform that gives them a real competitive advantage against online players,” Charlotte Journo-Baur concludes.