What Instacart’s Rosie acquisition means to local, indie grocers

San Francisco-based Instacart has acquired Rosie, an e-commerce platform for local and independent retailers and wholesalers.

This acquisition brings Rosie’s e-commerce platform and team of experts to Instacart, giving local independent grocers access to a broader range of technology and fulfillment capabilities to grow their businesses, according to a news release.

“Our focus is on creating technology solutions that are tailor-made to meet the online and in-store needs of all grocers — whether they’re national chains or independently owned and operated,” Instacart Chief Business Officer Chris Rogers said in the release.

Founded in 2013, in Ithaca, N.Y., the Rosie team has spent that time building relationships with local and independent retailers, such as Rosauers Supermarkets, Lee's Marketplace, Niemann Foods Inc. and Geissler's Supermarkets, across more than 40 states.

The goal at Rosie is to offer independent grocers affordable, easy, branded e-commerce websites and mobile app capabilities that power order flow, fulfillment and customer insights. Rosie's product features include:

• Shoppable weekly ads;
• Store loyalty and rewards programs integrations;
• Third-party fulfillment logistics integrations; and
• Payment processing

These features are specifically developed with the needs of local and independent grocers in mind.

Adding independents to Instacart

With Instacart Platform, Instacart gives retailers access to the solutions behind Instacart’s consumer marketplace, helping retailers such as Schnucks, Tops Friendly Markets and The Fresh Market create new online and in-store solutions that enhance the customer experience and help their businesses grow.

Local and independent grocers are important to the grocery industry, carrying loyal customers, creating jobs and serving as cornerstones of their communities, Rogers said.

“The Rosie team understands these grocers better than anyone, and that’s why we’re proud to welcome them to Instacart,” Rogers said. “Together, we’ll build more technologies that help independent grocers accelerate their pace of innovation so they can continue to compete, grow and serve their customers however they choose to shop."

Related: Instacart launches new platform for Publix, Aldi, Bristol Farms, others

Adding Rosie’s offerings to the Instacart Platform gives more retailers access to tools and technologies while retaining their unique store experience and brand identity. Through this acquisition, Rosie customers can use Instacart’s in-store offerings such as Foodstorm’s order management system and Caper’s smart cart and checkout technology; the Instacart shopper network to support new picking and fulfillment options; and Carrot Ads and loyalty programs to increase customer engagement and affordability.

“For nearly a decade, our team has lived, breathed and devoted ourselves to the success of local independent grocers, and I couldn't be more proud of what we've accomplished together,” Rosie Founder and CEO Nick Nickitas said in the release. “Instacart’s mission of powering the future of grocery is closely aligned with our own, and I’m confident that combining our teams and technologies is the way to best continue serving these important retailers. Together, we will continue to innovate and build easy-to-use and affordable digital solutions that help our retailer, wholesaler and brand partners thrive and better meet the needs of their customers.”

Moving forward, the Rosie team will lead Instacart’s business strategy and technology development for local independent grocers, as Instacart continues to build e-commerce and fulfillment solutions for this segment of the grocery industry.

Instacart partners with more than 900 national, regional and local retail brands to facilitate online shopping, delivery and pickup services from more than 75,000 stores across more than 13,000 cities in North America on the Instacart Marketplace. The Instacart Platform offers retailers technology products and services to power their e-commerce experiences, fulfill orders, digitize brick-and-mortar stores, provide advertising services and glean insights.

Here's what independent retailers had to say:

Rosauers

Rosauers has served communities throughout the Pacific Northwest for nearly 90 years, Rosauers President and CEO Cliff Rigsbee said. “With the help of Rosie, we have an award-winning, in-store experience and a highly customized, branded online shopping experience that enables everything from [electronic benefits transfer-Supplemental Nutrition Assistance Program] payment processing to digital merchandising. Instacart and Rosie together will be a winning combination for our business and customers.”

Geissler’s Supermarket

“As a local grocer, our roots began with delivering groceries almost 100 years ago. Now, in our fourth generation of family ownership, we continue that same tradition through our partnership with Rosie. Helping our communities grow and nourishing them with the best in local and fresh products wouldn’t be possible without the robust platform Rosie provides,” Geissler’s Supermarket President and CEO Robert Rybick said. “We have always pushed Rosie to meet or exceed our in-store experience online, and with a combined Rosie and Instacart, we are excited for the new possibilities that will further allow us to bring the best local and fresh products to our customers and communities.”

Associated Foods Stores

Jason Sokol, vice president of marketing at Associated Foods Stores, said that, for more than eight years, he’s experienced shopping through Rosie and promoting it as a marketer, as well as operating it as a retailer and recommending it to other independent stores as a wholesaler. “I’m excited about the possibilities that Instacart and Rosie can deliver together — their combined software platforms, extensive support capabilities and deep relationships will help all independently owned retailers across the country compete and win.”