Instacart has entered a marketplace partnership with instant commerce company Gopuff and widened its grocery delivery service on Airbnb, expanding across retail and travel platforms in the US.
Under the arrangement, Gopuff will become part of the Instacart Marketplace and will use Carrot Ads, Instacart's retail media platform, to run advertising on its own online storefront.
Instacart users will be able to purchase groceries and everyday items from Gopuff, with deliveries handled directly by the company in as little as 15 minutes through its own micro-fulfilment centres and delivery network.
This follows an earlier partnership between the two companies, with BevMo!, Gopuff's speciality beverage chain, already operating as an Instacart Marketplace partner for same-day delivery of beer, wine and spirits.
As a result of the integration, more than 9,000 brand advertisers on Instacart Ads will be able to widen their campaigns to include Gopuff and BevMo! shoppers, with the option of running promotions directly on Gopuff's storefront through their Instacart account managers.
Instacart advertising general manager Ali Miller said: "Our partnership also helps brands further scale their reac...