mOkazje Zakupy: How mBank is redefining the future of digital banking through the shopping experience
Abstract
This paper explores mBank’s groundbreaking initiative mOkazje Zakupy, which integrates a full-featured shopping platform directly into its mobile banking app. Launched in partnership with Morele.net, the platform represents a strategic shift in digital banking, transforming the app from a transactional tool into a lifestyle companion. By leveraging its trusted brand, rich customer data and advanced personalisation engine, mBank delivers a seamless, secure and highly contextual e-commerce experience. The initiative reflects broader trends in platform banking and embedded finance, positioning mBank as a leader in redefining customer engagement in the European financial sector. The paper highlights the technological, operational and strategic dimensions of the project, emphasising its scalability, regulatory compliance and potential to reshape the role of banks in the digital economy. Beyond its technical execution, mOkazje Zakupy reflects a broader strategic vision: to increase customer engagement, reduce churn and unlock new monetisation pathways. The initiative aligns with global trends in embedded finance and platform banking, offering a European benchmark for how banks can evolve into digital ecosystems. This article is also included in The Business & Management Collection which can be accessed at https:// hstalks.com/business/.
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Author's Biography
Adam Ałaszewski is a product owner at mBank, where he leads the development and strategic growth of mOkazje Zakupy, one of the first embedded commerce platforms in European banking. With a professional background in capital markets and digital banking, Adam has developed expertise in agile product management and user experience optimisation. His work focuses on redefining the role of mobile banking applications by integrating financial services with complementary lifestyle functionalities, enabling banks to become central customer engagement platforms. Adam’s professional interests include the intersection of financial technology and commerce, customer analytics and platform banking strategies. He is committed to leveraging data, technology and cross-functional collaboration to deliver innovative solutions that enhance customer value, operational efficiency and sustainable competitive advantage in the digital banking sector.
