Instacart Adds In-Store and Online Features to Platform for Grocers


Instacart has launched new digital tools to help grocers provide connected experiences in-store and online.

The four new technologies on the Instacart Platform were piloted at both wholesalers and retailers and are now available across North America, Instacart said in a Thursday (Feb. 23) press release.

“We’re proud to continue to expand the Instacart Platform to offer grocers new tools and technologies that help them evolve their online offering, create connected in-store experiences and develop an omnichannel strategy that supports the unique needs of their business and their customers,” Instacart Chief Business Officer Chris Rogers said in the release.

One of the new additions enables grocers to offer display ads on their own websites and apps, enabling them to earn revenue by connecting consumer packaged goods (CPG) advertisers with consumers.

Another new technology allows digital ordering for items sold by weight so that grocers’ deli and meat departments can offer digital ordering, pickup and delivery through the platform.

A third new feature gives store associates a way to remotely monitor smart carts that are in use to see how many carts are active and whether any issues need to be resolved — such as the number of items in a cart or any age verification required for a purchase.

The fourth addition to Instacart Platform lets grocers use Instacart’s fulfillment services to pick, pack and deliver orders, making it easier for local and independent grocers to launch a comprehensive eCommerce solution.

“Instacart is building technology to invest in the future of our retail partners, and we believe that local and independent grocers in particular can benefit from easy, affordable solutions that are built just for them,” Instacart General Manager of Local Independent Grocers Nick Nickitas said in the release.

Instacart Platform was launched in March 2022 as part of the firm’s post-pandemic strategy to pivot from a gig economy food delivery platform catering to consumers to one that provides solutions for retailers.

At the time of the launch, Instacart CEO Fidji Simo said that while consumers have come to expect a seamless experience across channels, retailers are challenged to deliver digital services due to the work and investment that is needed.

“We’re looking to change that with Instacart Platform,” Simo said March 24. “We started as the eCommerce and fulfillment partner of choice for grocers, and we’ve been building on that foundation to broaden and deepen our capabilities in order to help retailers innovate faster than ever on their own properties.”

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