Self Point Rebrands as

Shelf Point

Self Point, a “white label” e-commerce platform for grocery retailers, on Dec. 15 unveiled a new brand name——and a slate of recently hired executives it says will help enable new growth opportunities.

The company, founded in Israel and with U.S. headquarters in New York, provides what it calls a “digital ecosystem” helping food retailers develop efficient and effective e-commerce capabilities. Its clients include the $125 million New York-area specialty grocer Net Cost Market.’s flagship offerings include a cataloging solution enabling grocers to integrate their entire inventory catalog with their point-of-sale systems, as well as a Picker-App, which customizes and maps manual grocery fulfillment in stores. integrates with dozens of partnering technologies, including artificial intelligence, point-of-sale, loyalty, marketing and payment systems; crowdsourced picking and delivery; and technologies such as microfulfillment centers and autonomous delivery. said it has seen 250% growth this year.

“With such an amazing transformation now taking place in the market, we felt it was the right time to transform ourselves as well and rebrand our company,” Orlee Tal, CEO of” We are thrilled to usher in the next phase of grocery as we know it, beginning by rebranding our name and adding stellar hires to our team. Our new name,, represents the rapid change in the store. Our mission is to lead grocers to become the store of tomorrow and AI is enabling expanded capabilities and opportunities that greatly benefit the grocer and the consumer. We look forward to serving our customers with our newly invigorated brand and our innovative products and services.”

Coinciding with the rebrand, detailed a number of recent executive hires bringing what it called unrivaled experience at the intersection of grocery and technology.

Morris Azulay joined as chief financial officer, with more than 20 years of experience leading startups through seed stages, funding rounds, transactions and exits. Irit Fridlis Weinstein joins as VP of strategy and innovation, having previously led the digital transformation efforts of Israel’s leading retailer Shufersal, where she saw its e-business grow from 1.3% to more than 20% of total revenue.

Rob Rinke joins as channel sales director with more than 20 years of experience as a strategic sales leader. He previously held senior sales positions with ParTech Inc, Tanjarine and Focus POS.

Matthew Walker was named director of global sales. Walker previously was responsible for the commercial strategy and rollout of Dematic’s microfulfillment centers.

Newly named Director of Marketing Jim Barry has more than 20 years of marketing experience, including building and selling his own agency.

Tal was named CEO in July 2019, succeeding Mike Haas.


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