Instacart acquires Rosie to offer new e-commerce solutions to local and independent merchants

Instacart is acquiring Rosie, an e-commerce platform for local and independent retailers and wholesalers, the company announced Wednesday. Financial terms of the deal were not disclosed.

Founded in 2013, Rosie provides independent grocers with e-commerce websites and mobile app functionality that powers order flow, fulfillment and customer insights. The company's product features include buyable weekly ads, rewards program integrations, third-party fulfillment logistics integrations, payment processing and more. Rosie, who is based in Ithaca, New York, has raised $11.9 million to date.

Instacart says the acquisition will allow it to introduce new e-commerce solutions for local and independent retailers that complement its Instacart platform e-commerce offerings, which give retailers access to the solutions behind Instacart's consumer marketplace to help them improve customer experience and help their business grow.

“Local and independent grocers are so important to the grocery ecosystem,” Chris Rogers, Chief Commercial Officer of Instacart, said in a statement. “They have loyal customers, create meaningful employment opportunities and are 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 will develop more technologies that will 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 says adding Rosie's offerings to the Instacart platform gives retailers greater access to tools that will help them grow their businesses and find more ways to engage with their customers. He notes that with the acquisition, Rosie's customers will have the ability to use in-store offers from Instacart, the Instacart shopper network to help support new selection and fulfillment options, programs loyalty programs to increase customer engagement and affordability, and more.

"For nearly a decade, our team has lived, breathed and dedicated to the success of local independent grocers and I couldn't be prouder of what we've accomplished together," said Rosie Founder and CEO , Nick Nickitas. in a report. "Instacart's mission to power the future of grocery is closely aligned with ours, and I believe the combination of our teams and technologies is the best way to continue to serve these important retailers." Together, we will continue to innovate and create easy-to-use, affordable digital solutions that will help our retail, wholesale and brand partners thrive and better meet the needs of their customers."

Today's announcement marks Instacart's second acquisition in the past week and its fourth acquisition in the past 12 months.

Last week, Instacart announced the acquisition of Eversight, an AI-powered pricing and promotions platform for consumer packaged goods (CPG) brands and retailers, for an undisclosed amount. disclosed. Instacart said the acquisition will give retailers and CPG brands access to new individualized and personalized pricing tools, as well as dynamic insights into customer behavior to improve sales, growth and experience. customer.

Last October, Instacart acquired Caper AI, a startup that is developing smart shopping cart and cashierless checkout technology that uses computer vision and other techniques to detect items and call them for shoppers, to approximately $350 million, in a combination of cash and stock. The company's acquisition of Caper AI followed just weeks after Instacart acquired FoodStorm to help stores take and manage larger orders of restaurant-style ready meals. Financial terms of the deal were not disclosed.