Instacart and Gopuff announced a partnership that will add Gopuff to the Instacart Marketplace and integrate Instacart Carrot Ads technology into Gopuff’s U.S. digital storefront.
Under the deal, Instacart customers will be able to order from Gopuff’s selection of groceries and everyday essentials, with orders fulfilled and delivered by Gopuff in as fast as 15 minutes. Gopuff will leverage its network of micro-fulfillment centers and delivery infrastructure to complete orders placed through Instacart. Gopuff joins more than 2,200 retail banners already operating on the Instacart Marketplace.
The agreement also extends Instacart’s advertising platform to Gopuff’s customer base. More than 9,000 brand advertisers using Instacart Ads will reach Gopuff and BevMo!—a specialty beverage retailer owned by Gopuff and a previous Instacart Marketplace partner—consumers through the integration. BevMo! has previously partnered with Instacart on its marketplace. Instacart said it has more than 310 partners currently using the Carrot Ads platform.
“Introducing Gopuff to the Instacart Marketplace offers our consumers even more selection,” said Ali Miller, general manager of advertising at Instacart.
Alberto Menolascina, chief business officer at Gopuff, said the partnership provides Gopuff with access to retail media technology and Instacart’s advertiser ecosystem.
Gopuff, based in Philadelphia, operates 365 days a year with 24/7 delivery in select locations and offers more than 5,000 products, including fresh groceries, snacks, beverages and household items. Instacart is headquartered in San Francisco and trades on Nasdaq under the ticker CART; its parent company is Maplebear.
