Instacart integrates delivery with Gopuff, Airbnb
A leading grocery technology company is entering new collaborations with an on-demand delivery platform and an online rental marketplace.
Instacart is teaming up with Gopuff and Airbnb to expand its product assortment and its consumer reach. Following are overviews of each partnership:
Gopuff
Philadephia-based Gopuff, which operates its own micro-fulfillment centers and offers more than 5,000 products delivered in as fast as 15 minutes. across the U.S. and U.K., is joining the Instacart marketplace in the U.S. Instacart customers will have access to Gopuff's inventory of thousands of everyday essentials including fresh groceries, snacks, beverages and household staples, with fast delivery.
Orders placed through Instacart for Gopuff products will be fulfilled and delivered directly by Gopuff, leveraging its own network of micro-fulfillment centers and delivery infrastructure. Gopuff operates 365 days a year with 24/7 delivery in select locations and late-night hours across its broader network.
This is an expansion of an existing partnership Instacart has operated with Gopuff subsidiary BevMo! to jointly provide on-demand delivery of wine, spirits and beer since 2019.
[READ MORE: Instacart puts alcohol delivery on tap]
In addition, through this integration, more than 9,000 brand advertisers using the Instacart Ads retail media network will extend their campaigns to reach Gopuff and BevMo! consumers. In addition to Instacart Ads campaigns, advertisers will continue to have the option to activate promotions specifically on Gopuff’s digital storefront through Instacart.
“Introducing Gopuff to the Instacart Marketplace offers our consumers even more selection: they’ll have a fast and convenient way to shop everything from groceries and household staples to snacks and beverages,” said Ali Miller, GM of advertising at Instacart. “Our partnership also helps brands further scale their reach and results by extending Instacart Ads to the millions of on-demand consumers who shop on Gopuff directly."
Gopuff will also utilize the customization features of the Instacart Carrot Ads retail media solution to tailor the ad experience to fit the needs of its platform and consumer behavior. In addition, the company will ocntinues to work directly with brands on custom, full-funnel activations via its Gopuff Ads retail media network, driving brand awareness through custom onsite and offsite experiences, product trial through sampling, and first-party insights.
“Through this partnership with Instacart, Gopuff will now have access to world-class retail media technology and a massive advertiser ecosystem," said Alberto Menolascina, chief business officer at Gopuff. “Soon, Instacart customers will get access to the Gopuff experience for groceries and everyday essentials.”
Airbnb
Instacart is also collaborating with online rental platform Airbnb to offer grocery delivery services to Airbnb guests staying across the U.S., with delivery service to Canada coming in the weeks ahead. The partnership began with pilots in Los Angeles, San Diego, Phoenix and Orlando that embedded Instacart’s platform directly into the Airbnb app so guests could order groceries without leaving the Airbnb app, re-entering the destination’s address, or creating a new account.
Based on positive consumer response was strong, Instacart expanded the pilot to 25 cities and now is launching it nationwide before further expansion in Canada. Airbnb hosts in Phoenix and Orlando can opt into a service called “kitchen stocking” where they receive and put away groceries from Instacart before guest check-in.
Instacart is basing its Airbnb partnership on the same model it used in 2025 to enable Grubhub customers to order from the Instacart network directly through Grubhub's app and website. The experience is hosted on Grubhub's platform, and orders are fulfilled and delivered by Instacart shoppers.
According to Airbnb data, more than 85% of its users shop for groceries before arriving or within the first 24 hours of check-in and groceries are one of the most-requested services on Airbnb.
