Sixthcontinent

About Sixthcontinent

Sixthcontinent operates as a social commerce platform where users can purchase shopping cards for a wide array of brands at a discount. The platform was founded by Fabrizio Politi and launched in Italy in 2013, with a U.S. parent company and a European subsidiary in Milan. The business model is centered on profit-sharing; the company shares up to 70% of its profits, derived from advertising budgets of partner companies, with its user community. This redistribution is intended to increase the purchasing power of consumers.

Users earn credits and points through various activities, including making purchases, daily logins, and writing reviews. These credits can then be applied to future purchases of shopping cards, covering up to 50% of their value. The platform hosts thousands of brands, including major names like Amazon, Apple, Adidas, and Ikea. The company's business model is designed to benefit users by providing an extra budget, the platform by increasing transaction volume, and brands by boosting sales. Sixthcontinent reported significant revenue growth, from €7 million to €160 million in the European market over a period, and aimed to support this expansion through capital increases and the adoption of new ERP systems like SAP S/4HANA Cloud.

Despite its rapid growth, the platform has faced significant challenges and controversy. Numerous users have reported issues such as the inability to use purchased vouchers, blocked accounts without clear reasons, and a lack of customer support. In 2020, Italy's antitrust authority (AGCM) initiated proceedings against Sixthcontinent for unfair and aggressive commercial practices affecting over 500,000 consumers, culminating in a condemnation. The company attributed some of these issues to fraudulent activities by a small percentage of users and subsequent actions by payment processors.