Here's where Instacart is headed

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Here's where Instacart is headed

By Gina Acosta - 01/20/2018

Instacart is joining forces with another e-commerce pioneer to continue the reinvention of grocery shopping.

Instacart announced it has acquired Unata, the provider of 1-to-1 digital solutions for grocers. The acquisition, which bridges Unata's digital grocery platform with Instacart's technology and scale, will create a one-stop shop for brick-and-mortar retailers to compete in an increasingly online world.

Unata has been developing a voice-activated tool to allow customers to purchase goods online from midsize retailers using devices like Google Home.

"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."

Unata – whose headquarters will remain in Toronto – will become an independent subsidiary of Instacart, maintaining its name and brand. Instacart will continue to invest in innovation and resources for both Unata and Instacart as the companies merge into a single powerhouse platform. Chris Bryson, Unata's Chief Executive Officer, will remain in his current role, and will report to Instacart's Chief Business Officer, Nilam Ganenthiran. The transaction is subject to customary closing conditions.

"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."

Instacart has expanded from 30 to over 190 markets in 2017 alone.