San Francisco/Philadelphia – September 22, 2026 -- Instacart (NASDAQ: CART) will add Gopuff to its Marketplace and deploy its Carrot Ads technology across Gopuff's digital storefront, giving more than 9,000 brand advertisers direct access to Gopuff's on-demand customer base in the U.S.
Gopuff will join over 2,200 national and local retail banners already on the Instacart Marketplace, offering Instacart customers delivery in as fast as 15 minutes from a catalog of thousands of groceries, snacks, beverages and household staples. Orders placed through Instacart will be fulfilled directly by Gopuff via its own network of micro-fulfillment centers.
Gopuff's vertically integrated network enables 24/7 delivery in select markets
Gopuff operates 365 days a year, with round-the-clock delivery in select locations and late-night service across its broader footprint. The company's vertical integration gives it control over inventory and fulfillment, supporting faster delivery at what it describes as affordable pricing.
The tie-up extends an existing relationship: BevMo!, the specialty beverage retailer owned by Gopuff, has long been an Instacart Marketplace partner offering same-day delivery of beer, wine and spirits.
Carrot Ads platform now serves more than 310 partners
Instacart's Carrot Ads platform, which licenses its retail media technology, optimization and measurement tools to grocers, marketplaces and commerce platforms, now has more than 310 partners. Gopuff will use Carrot Ads customization options to tailor ad placements to its own consumer behavior and platform needs. Advertisers can also activate campaigns specifically on Gopuff's storefront through their Instacart account teams, in addition to running ecosystem-wide Instacart Ads campaigns.
Deal targets Gen Z and Millennial on-demand shoppers
Instacart said the integration will let brand advertisers reach a broader base of on-demand consumers, particularly Gen Z and Millennial shoppers, across all hours of the day. Ali Miller, General Manager of Advertising at Instacart, said the partnership helps brands and agencies manage and measure campaigns through one connected platform amid a fragmented retail media landscape.
Alberto Menolascina, Chief Business Officer at Gopuff, said the company gains access to Instacart's retail media technology and advertiser ecosystem while giving Instacart customers access to Gopuff's grocery and essentials assortment. Gopuff, founded in 2013, offers more than 5,000 products across the U.S. and U.K. through its own micro-fulfillment centers and hyper-local logistics network.