What changed
Gopuff joins Instacart Marketplace and adopts Carrot Ads
When
Announced September 22, 2026; launch date not given
Who it affects
CPG and beverage brands advertising on Instacart
What to do
Ask your Instacart team how Gopuff inventory will be bought

Key takeaways

  • Gopuff will join the Instacart Marketplace and use Carrot Ads on its storefront.
  • More than 9,000 Instacart advertisers can extend campaigns to Gopuff and BevMo! shoppers.
  • No launch date was given, so confirm timing and reporting first.

The Instacart and Gopuff deal in numbers

9,000+Instacart brand advertisers
310+Carrot Ads partners
2,200+retail banners on Instacart
5,000+products on Gopuff
Source: Instacart and Gopuff release, Sep 2026

What Instacart and Gopuff announced

In a joint release, Instacart and Gopuff said Gopuff will soon join the Instacart Marketplace, so Instacart customers can order from Gopuff for fast delivery. Gopuff will also use Carrot Ads, Instacart's retail media technology, to run advertising on its own US digital storefront. The release did not give a launch date.

What changes for Instacart advertisers

According to the release, more than 9,000 brand advertisers using Instacart Ads will be able to extend their campaigns to reach Gopuff and BevMo! consumers. Brands can also run campaigns only on Gopuff's storefront by working with their Instacart team. Gopuff will customize the Carrot Ads options for its platform and shopper behavior.

Gopuff keeps its direct brand relationships through Gopuff Ads, which offers custom on-site and off-site programs, product sampling and first-party insights alongside the Carrot Ads placements. So brands will likely have two ways in: through Instacart Ads, or directly with Gopuff.

Who the Gopuff shopper is

The companies pitched the deal around Gen Z and Millennial on-demand shoppers who buy at all hours. Gopuff says it carries more than 5,000 products, delivers in as fast as 15 minutes, runs 365 days a year and offers 24/7 delivery in select locations. BevMo!, which Gopuff owns, is already a long-time Instacart partner for same-day beer, wine and spirits delivery.

That profile matters for planning. Snacks, drinks, personal care and late-night convenience items fit Gopuff's basket far better than a weekly grocery stock-up, so the categories most likely to benefit are impulse and need-it-now products.

How to prepare

  1. 1Ask for timing

    Confirm when Gopuff placements open

  2. 2Pick products

    Choose impulse and convenience items

  3. 3Set reporting

    Request Gopuff results split out

  4. 4Test small

    Measure new-to-brand sales first

Why Carrot Ads keeps growing

Carrot Ads is Instacart's way of powering ads on retailers' own sites. The release says it now has more than 310 partners, and Instacart partners with more than 2,200 retail banners across nearly 100,000 stores. Each new retailer on Carrot Ads widens the reach of a single Instacart campaign, which makes Instacart a stronger alternative to buying many small retail media networks one by one.

What is still unknown

The release leaves several questions open. Check these with your Instacart contact before you move budget.

  • The date Gopuff inventory goes live in Ads Manager
  • Whether Gopuff placements report separately from Instacart
  • Whether campaigns opt in by default or by request
  • How alcohol ads on BevMo! and Gopuff are handled
  • Minimums for Gopuff-only campaigns

What brands should do now

If your products sell well in convenience channels, flag Gopuff in your Q1 retail media plan and ask for placement-level reporting so you can see whether the new reach is incremental. Keep bids tied to margin, because faster delivery channels do not change your unit economics. For help with the wider mix, see our Instacart advertising agency service and our retail media agency overview.

What PPC Spider recommends this week

Review your Instacart search terms and top products now so you are ready when Gopuff inventory opens. Brands selling on Amazon too can compare results with our Amazon DSP vs sponsored ads guide. Follow updates on the retail media news channel.

Sources

  • PR Newswire: Instacart and Gopuff Announce New, First-of-Its-Kind Partnership in the U.S. (prnewswire.com/news-releases/instacart-and-gopuff-announce-new-first-of-its-kind-partnership-in-the-us-302885692.html)
  • Instacart: Instacart Ads news page (company.instacart.com/instacart-ads)
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