Instacart Acquires Wynshop to Expand Retail Tech Stack
Instacart has acquired Wynshop, a provider of e-commerce solutions for grocers and retailers, including Wakefern Food Corp. and Pattison Food Group.
Instacart said the move strengthens its enterprise technology solutions and deepens relationships with retail partners across North America and beyond, according to a media release. Terms of the deal were not disclosed.
Wynshop provides digital commerce tools designed to help retailers elevate their online storefronts and manage omnichannel operations. With this acquisition, Instacart plans to integrate Wynshop’s capabilities into its own enterprise portfolio, which includes solutions for e-commerce, fulfillment, advertising and in-store technologies.
Wynshop will initially operate as a wholly owned subsidiary of Instacart. Instacart noted that it will not immediately recognize gross transaction value (GTV) from Wynshop, but plans to gradually roll out additional Instacart services and solutions to Wynshop’s client base.
Chris Rogers, Instacart’s chief business officer, said the acquisition reflects the company's continued investment in retailer-facing technologies. “By acquiring Wynshop, we’re building upon our retailer relationships, adding new capabilities to Storefront Pro, and over time, bringing our enterprise solutions to even more partners to help them grow their business,” he said in the release.
Instacart’s enterprise suite includes Storefront Pro, its flagship e-commerce solution that powers white-label e-commerce sites for about 600 retail banners such as Costco, Publix, Sprouts and Woodman’s. The company also offers Carrot Ads, a retail media solution that enables retailers to generate revenue from digital advertising through their own websites and apps.
On the fulfillment side, Instacart provides a range of options, from 30-minute delivery to next-day service and pickup. Its in-store technologies include AI-powered Caper Carts and Carrot Tags, which aim to enhance shopper engagement and improve order picking accuracy through smart cart and pick-to-light functionality.
Neil Moses, CEO of Wynshop, said the acquisition will help scale Wynshop’s reach while maintaining its focus on supporting retailers in an increasingly omnichannel grocery landscape. “Joining Instacart gives us the opportunity to scale our impact and accelerate innovation with a partner that shares our commitment to helping retailers succeed,” he said.
In 2024, Wynshop purchased Halla, an artificial intelligence startup that specializes in personalization solutions specifically for grocery e-commerce.
The acquisition underscores Instacart’s strategy to broaden its footprint beyond grocery delivery and position itself as a comprehensive tech partner for the retail industry. Wynshop is the latest acquisition Instacart has made. Other companies it’s bought in recent years include:
- Cut+Dry, an e-commerce and advertising platform for independent foodservice distributors and manufacturers, in 2025.
- Rosie, a white-label e-commerce solution for local and independent grocers and wholesalers, in 2022.
- Eversight, an AI-powered pricing and promotions platform for CPG brands and retailers, particularly within the grocery industry, in 2022.
- Caper AI, an AI-powered shopping cart and checkout technology platform, in 2021.
- FoodStorm, a catering software firm, in 2021.
