Instacart and Gopuff have announced a partnership that puts Gopuff’s rapid-delivery service inside the Instacart Marketplace and extends Instacart’s advertising technology to Gopuff’s own app and website.
For shoppers, Gopuff will appear as a storefront within the Instacart app, meaning Instacart customers can order from Gopuff’s inventory, including fresh groceries, snacks, beverages and household staples, with orders fulfilled and delivered by Gopuff from its own micro-fulfillment centers in as fast as 15 minutes rather than picked from a grocery store.
For brands, Gopuff will use Instacart’s Carrot Ads technology to generate advertising on its digital storefront, so the more than 9,000 brand advertisers using Instacart Ads can extend campaigns to Gopuff and BevMo! customers through one platform.
“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,” said Ali Miller, general manager of advertising at Instacart. “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.”
How the delivery side works
Gopuff operates 365 days a year, with 24/7 delivery in select locations and late-night hours throughout its broader network. Because the company is vertically integrated – owning its inventory, micro-fulfillment centers and delivery infrastructure – it controls fulfillment from start to finish.
The new collaboration builds on an existing relationship: BevMo!, the specialty beverage retailer owned by Gopuff, has been a longtime Instacart Marketplace partner for same-day delivery of beer, wine and spirits. Gopuff joins more than 2,200 national and local retail banners on the marketplace.
“Through this partnership with Instacart, Gopuff will now have access to world-class retail media technology and a massive advertiser ecosystem,” said Alberto Menolascina, chief business officer at Gopuff. “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.”
The retail media angle
Instacart said the integration lets brands reach a broader audience of on-demand consumers, particularly Gen Z and Millennials, and tap sales at all hours of the day. Carrot Ads, Instacart’s retail media platform, extends the ad technology, optimization and accredited measurement behind the Instacart Marketplace to partners’ own storefronts and apps; more than 310 partners, including grocers, marketplaces and commerce platforms, now use it to build or grow their own retail media businesses. Gopuff Ads will continue working directly with brands on custom activations alongside the Carrot Ads integration.
Founded in 2013, Gopuff offers more than 5,000 products through its hyper-local fulfillment network in the U.S. and U.K. Instacart partners with more than 2,200 retail banners representing nearly 100,000 stores.
Related: Instacart Expands Ads Manager To Retailers With New Self-Serve Tools