Instacart Acquires Ecommerce Platform to Empower Local and Independent Grocers

Instacart Acquires Ecommerce Platform to Empower Local and Independent Grocers
Image courtesy of Instacart

Instacart has acquired Rosie, an ecommerce platform serving local and independent grocers, wholesalers and retailers, as Instacart seeks to build on its commitment to smaller businesses in addition to expanding its digital offerings. 

The Rosie platform supports local and independent grocers across more than 40 states by facilitating the use of branded ecommerce websites and mobile apps. These tools power order flow, fulfillment and afford customer insights. Rosie’s tools help grocers develop a strong online presence and guide consumers to local stores. Following the Instacart acquisition, members of the Rosie team will lead business strategy and technology development for these retailers.

Rosie’s features help retailers to develop:

  • Shoppable weekly ads;
  • Store loyalty and rewards programs integrations;
  • Third-party fulfillment logistics integrations; and
  • Payment processing.

“Our focus is on creating technology solutions that are tailor-made to meet the online and in-store needs of all grocers — whether they’re national chains or independently owned and operated,” said Chris Rogers, Chief Business Officer (CBO) at Instacart in a statement. “Local and independent grocers are so important to the grocery ecosystem. They have loyal customers, create meaningful job opportunities and serve as cornerstones of their communities. The Rosie team understands these grocers better than anyone, and that’s why we’re proud to welcome them to Instacart. Together, we’ll build more technologies that help independent grocers accelerate their pace of innovation so they can continue to compete, grow and serve their customers however they choose to shop.”


“Instacart’s mission of powering the future of grocery is closely aligned with our own, and I’m confident that combining our teams and technologies is the way to best continue serving these important retailers,” said Nick Nickitas, Founder and CEO of Rosie in a statement. “Together, we will continue to innovate and build easy to use and affordable digital solutions that help our retailer, wholesaler and brand partners thrive and better meet the needs of their customers.”

As Instacart prepares for its IPO, the company has been busy bolstering its offerings, including the recent introduction of its Big & Bulky fulfillment service, which offers same-day delivery on larger products. The company has developed new ways to support its workforce by offering new rewards to order pickers and drivers. Instacart also promoted five executives to its C-suite in July, which included the creation of Rogers’ CBO role and a Chief Architect position fulfilled by JJ Zhuang.

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