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/.
Adam Ałaszewski (Thu,) studied this question.