Instacart acquires Toronto-based Unata to build more online grocery solutions

grocery store

San Francisco-based grocery delivery service Instacart has acquired Toronto-based Unata, which provides white label ecommerce solutions for grocers.

According to Bloomberg, the deal totals about $65 million. Unata will act as an independent subsidiary of Instacart and its headquarters will remain in Toronto, and Instacart said it plans to continue providing resources for Unata as it merges the two companies in a single platform.

“Unata and Instacart have long shared a vision of innovating the grocery industry and building the online grocery shopping experience of the future,” said Chris Bryson, CEO of Unata. “By combining the power of our teams and technologies, we can achieve this vision faster and for the first time ever offer a fully comprehensive, configurable digital solution for grocery retailers of all sizes.”

Bryson will remain in his current role, and will report to Instacart’s chief business officer Nilam Ganenthiran.

“Instacart’s mission has always been to be an independent partner to retailers and enable them to give their customers the best experiences using the best technology,” said Apoorva Mehta, founder and CEO of Instacart. “This acquisition allows us to take that commitment to the next level. It represents a landmark win for retailers, who will benefit from Instacart’s scale, Unata’s highly configurable technology, and the deep grocery industry integrations this acquisition will enable.”

Launched in 2011, Unata’s service specializes in building e-flyers, digital loyalty programs, and digital coupons for grocers. The company recently launched voice ordering capabilities, allowing people to make orders or build grocery lists through devices like Google Home and Amazon Alexa.

Photo via Unsplash

Jessica Galang

Jessica Galang

Jessica Galang is BetaKit's News Editor. Follow her on Twitter @jessicagalangg or send her pitches to jessica.galang@betakit.com.