Nadya Maffei announces exit from e-commerce giant Shopify as she joins payments big hitter Adyen
After three years at Shopify, where she served as Senior Sales Leadership - North America, Nadya Maffei is joining Adyen as Global Head of Retail. In a LinkedIn post, she said: “Shopify has been an incredibly meaningful chapter. I’m especially thankful to have been part of an infinite game, surrounded by X-shaped people who bring depth, curiosity, and adaptability to everything they do. Together, we were living far ahead of the AI curve and were building, learning, and reimagining what was possible before the future had fully arrived.”
She added: “I’m proud of what we accomplished together and will always be cheering you on. I couldn’t be more excited to join the team at Adyen and help build the most customer-focused financial technology platform, empowering businesses to succeed in the future of global commerce. After 15+ years leading retail teams, I’m energised to bring my experience to this mission and help shape what’s next!”
“To everyone who has been part of my Shopify journey: thank you. And to my new colleagues at Adyen: I'm ready to get to work.”
So hot right now
Shopify is included in RTIH’s first ever Retail Technology Hot 100 List. Launching in August, this sees us bringing you the hottest companies whose solutions and systems are helping drive the retail sector forward.
Our Founder and Editor, Scott Thompson, drew up a list of 150 companies that had consistently been on his radar over the past 12 months whilst bringing our community the latest retail tech news and views that matter. These companies operate across the omnichannel retail landscape (stores, online, mobile, supply chain, payments etc).
Our judging panel, including Vineta Bajaj, Group CFO, Holland & Barrett, Dan McGrath, JD Group Customer Operations, JD Sports, Dr. Astha Purohit, Director of Product Management, Customer Data and Identity, Walmart, and Paula Bobbett, Chief Data and Digital Officer, Boots, provided feedback on those who have the most innovative, forward thinking technology offerings and are also best addressing retailers' current challenges, painpoints, and opportunities.
The judges used the following framework when making their picks:
1. Retailer problem fit - how meaningful, strategic, and widely felt the retailer pain being addressed is.
2. Production traction in retail (2025–2026) - real named retailer deployments, pilots.
3. Innovation and defensibility - genuine technical novelty paired with a defensible competitive position.
And there was also a public vote, with thousands of members of our community of retail tech enthusiasts getting involved. Thanks to all those who took part! Based on the judging panel's feedback and the public vote, we then drew up our first ever RTIH Retail Technology Hot 100.
So, without further ado, here are the 100 hottest global retail technology ventures right now. Drum roll, please…
