Instacart, a leading grocery technology company, and Gopuff, the leader in instant commerce, have announced that Gopuff will join the Instacart Marketplace and leverage Instacart Carrot Ads technology to power advertising on its own digital storefront in the U.S. Instacart customers will have a new way to shop Gopuff’s curated selection of groceries and everyday essentials with all orders fulfilled by Gopuff in as fast as 15 minutes. For advertisers, the partnership will extend the reach of the Instacart Ads ecosystem to Gopuff’s millions of on-demand customers.
“Introducing Gopuff to the Instacart Marketplace offers our consumers even more selection: they’ll have a fast and convenient way to shop everything from groceries and household staples to snacks and beverages,” Ali Miller, General Manager of Advertising at Instacart commented. “Our partnership also helps brands further scale their reach and results by extending Instacart Ads to the millions of on-demand consumers who shop on Gopuff directly. In an increasingly fragmented retail media landscape, the Instacart Ads ecosystem makes it easier for brands and agencies to optimize, manage, and measure campaigns through one connected platform.”
“Through this partnership with Instacart, Gopuff will now have access to world-class retail media technology and a massive advertiser ecosystem,” Alberto Menolascina, Chief Business Officer at Gopuff commented. “Soon, Instacart customers will get access to the Gopuff experience for groceries and everyday essentials. Thanks to Gopuff’s inventory and fulfillment capabilities, we can deliver with a level of speed and accuracy that’s difficult to match. This partnership puts Gopuff’s always-on convenience at customers’ fingertips, giving them a reliable way to get whatever they need, whenever they need it.”
Gopuff will soon join the Instacart Marketplace, giving Instacart customers access to Gopuff’s inventory of thousands of everyday essentials including fresh groceries, snacks, beverages, and household staples, with fast delivery. Orders placed through Instacart for Gopuff products will be fulfilled and delivered directly by Gopuff, leveraging its own network of micro-fulfillment centers and delivery infrastructure. Gopuff operates 365 days a year with 24/7 delivery in select locations and late-night hours across its broader network. Because Gopuff is vertically integrated, the company is able to offer fast delivery of a relevant assortment of products at affordable prices, with greater control over inventory and fulfillment. The expansion builds on an existing relationship between the two companies — BevMo!, the specialty beverage retailer owned by Gopuff, has been a longtime Instacart Marketplace partner, offering customers same-day delivery of beer, wine, and spirits. Gopuff will join more than 2,200 national and local retail banners on the Instacart Marketplace, spanning grocery, home improvement, beauty, pet, household, and wellness categories.
Through this integration, more than 9,000 brand advertisers using Instacart Ads will extend their campaigns to reach Gopuff and BevMo! consumers. This will allow brands to reach a broader audience of on-demand consumers, especially Gen Z and Millennials, tapping into sales during all hours of the day and amplifying more immediate grocery shopping behavior as part of the growing Carrot Ads ecosystem. In addition to Instacart Ads ecosystem campaigns, advertisers will continue to have the option to activate campaigns specifically on Gopuff’s digital storefront through their Instacart team. Carrot Ads extends the same technology, optimization, and accredited measurements that powers advertising on the Instacart Marketplace to ecommerce partners, giving them access to enterprise-grade retail media built for grocery. Gopuff will be utilizing Carrot Ads customization options to tailor the ad experience to fit the needs of their platform and consumer behavior.