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Dive Brief:

• Instacart announced Thursday it is acquiring e-commerce solutions provider Wynshop. Terms of the deal were not disclosed.
• Wynshop will initially operate as a wholly owned subsidiary of Instacart, the announcement noted. Over time, Wynshop and Instacart plan to join their account teams.
• Instacart said the acquisition bolsters its expertise and helps deepen retailer relationships.

Dive Insight:

As Instacart works to continue growing, the grocery technology company has repeatedly highlighted the benefits of its scale as it looks to deepen relationships with retailers.

“Our deep integration with retailers and our leading technologies are critical advantages for Instacart. By offering our partners an array of enterprise-grade solutions, we can help them better serve customers and drive sales,” Instacart Chief Business Officer Chris Rogers said in a statement.

The acquisition will help Instacart add new capabilities to Storefront Pro, Instacart’s flagship e-commerce solution, and bring enterprise solutions to more partners, Rogers said. Instacart said it expects to expand more of its enterprise technology solutions, including e-commerce, advertising, fulfillment and in-store options, to Wynshop’s partners.

Wynshop currently works with grocers and retailers such as Wakefern Food Corp., United Supermarkets and the Independent Grocers Alliance. Last year, Wynshop bought Halla, an artificial intelligence startup that specializes in personalization.

Joining Instacart gives Wynshop the chance to scale “in an increasingly omnichannel grocery landscape,” Wynshop CEO Neil Moses said in a statement. 

The purchase adds to Instacart’s list of acquisitions, which include e-commerce technology startup Rosie and artificial intelligence-powered pricing and promotions platform Eversight. Instacart acquired smart cart maker Caper AI in 2021. 

Having Wynsop operate as a wholly owned subsidiary at first is reflects the strategy Instacart followed with prior acquisitions, the announcement noted. 

The announcement came hours before the scheduled release of Instacart’s first-quarter earnings. Instacart said it will not immediately recognize gross transaction value from Wynshop.