Vroom Delivery, an ecommerce platform serving 3,500 convenience stores nationwide, has partnered with Instacart to deploy its Carrot Ads retail media technology. The new agreement expands Vroom’s efforts to help SMB convenience retailers tap into advertising demand, including the 7,500 brand advertisers participating in the Instacart Ads ecosystem.
“We’re building Carrot Ads to be the most advanced retail media solution in the industry — designed to help ecommerce partners move quickly and unlock the full potential of retail media,” said Alice Luong, Senior Director of Ecommerce and Retail Media at Instacart in a statement. “At the same time, advertisers gain a simplified point of entry with intuitive and familiar self-service tools for campaign activation, optimization and measurement — all on Instacart’s ad platform.”
“We’re committed to helping local convenience stores compete in the fast-growing world of ecommerce,” said John Nelson, CEO of Vroom Delivery in a statement. “By integrating Instacart Carrot Ads, we’re making industry-leading retail media accessible and scalable for convenience retailers of all sizes.”
Instacart launched the Carrot Ads solution in March 2022, and now has more than 240 partners leveraging the offering. In January 2025 Instacart partnered with B2B ecommerce platform Cut+Dry to expand its Carrot Ads capability to the foodservice industry, and in March 2025 supermarket retailer Hy-Vee expanded its Instacart partnership by adopting the platform’s Carrot Ads solution.
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