Vroom Delivery Taps Instacart Carrot Ads to Power Retail Media for Convenience Stores Nationwide

Rhea-AI Summary

Instacart (NASDAQ: CART) has announced a strategic partnership with Vroom Delivery to integrate Instacart Carrot Ads across Vroom's network of 3,500 convenience stores nationwide. The collaboration will enable Vroom's convenience retailers to access Instacart's advertising technology, including Sponsored Product and Display ads.

Through this integration, over 7,500 brand advertisers in the Instacart Ads ecosystem will be able to extend their campaigns to Vroom Delivery's convenience store network. The partnership leverages Instacart's Carrot Ads platform, which is currently used by more than 240 partners to build and grow their retail media businesses.

Insights

Retail Media Strategist

Instacart expands retail media footprint to 3,500 convenience stores via Vroom partnership, strengthening its position in the growing digital advertising ecosystem.

This partnership marks a strategic expansion of Instacart's Carrot Ads platform into the convenience store sector, extending its retail media footprint beyond traditional grocery. By integrating with Vroom Delivery's network of 3,500 convenience stores, Instacart is positioning itself to capture advertising dollars in a previously untapped segment of the retail market.

The deal creates a win-win ecosystem for multiple stakeholders: Instacart gains additional inventory for its 7,500+ brand advertisers; Vroom Delivery enhances its value proposition to convenience retailers; and smaller convenience stores gain access to sophisticated advertising technology typically reserved for larger retailers.

What's particularly notable is how this aligns with broader industry trends toward consolidation of retail media networks. Rather than fragmenting the landscape further with another standalone ad platform, this partnership creates efficiency for brands by allowing them to extend existing Instacart campaigns to new touchpoints, leveraging familiar tools and measurement frameworks.

This expansion demonstrates Instacart's focus on diversifying revenue streams beyond its core grocery delivery business. With 240+ partners already using Carrot Ads, Instacart is building a substantial advertising network that could become an increasingly significant contributor to its financial performance as the retail media sector continues its rapid growth.

Vroom Delivery to bring Instacart Sponsored Product and Display ads to 3,500 convenience stores

SAN FRANCISCO and CHICAGO, Sept. 11, 2025 /PRNewswire/ -- Instacart (NASDAQ: CART), the leading grocery technology company in North America, today announced a new partnership with Vroom Delivery, an e-commerce platform for convenience stores, to bring Instacart Carrot Ads to its network of 3,500 convenience stores nationwide. Vroom Delivery's convenience retailers across the U.S. will have access to Instacart's advertising technology, enabling advertisers to reach more consumers through Sponsored Product and Display ads. Through this partnership, Vroom Delivery's convenience store partners will join the Instacart Ads ecosystem.

Vroom Delivery's partnership with Instacart expands its efforts to help small- and medium-sized convenience retailers tap into advertising demand. With this new integration, over 7,500 brand advertisers participating in the Instacart Ads ecosystem, will soon be able to extend their Instacart campaigns to Vroom Delivery's network of convenience store retailers, helping to drive discovery and create more personalized product recommendations.

"Retail media is evolving quickly, and Vroom Delivery's decision to adopt Carrot Ads is a testament to the strength of our ad technology. We're building Carrot Ads to be the most advanced retail media solution in the industry - designed to help e-comm partners move quickly and unlock the full potential of retail media," said Alice Luong, Senior Director of E-Commerce and Retail Media at Instacart. "At the same time, advertisers gain a simplified point of entry with intuitive and familiar self-service tools for campaign activation, optimization, and measurement - all on Instacart's ad platform."

"We're committed to helping local convenience stores compete in the fast-growing world of e-commerce," said John Nelson, CEO of Vroom Delivery. "It was important for us to partner with a company that not only has proven technology, but also the expertise to move fast. By integrating Instacart Carrot Ads, we're making industry-leading retail media accessible and scalable for convenience retailers of all sizes."

Carrot Ads is a retail media solution from Instacart that enables partners, such as grocers, marketplaces, and commerce platforms, to build or grow their own retail media businesses. It extends Instacart ad technology to help monetize digital storefronts, apps, and other owned commerce channels. Today, Instacart has more than 240 partners leveraging the Carrot Ads solution.

For more information about Carrot Ads, visit www.instacart.com/company/retailer-platform/carrot-ads.

About Instacart
Instacart, the leading grocery technology company in North America, works with grocers and retailers to transform how people shop. The company partners with more than 1,800 national, regional, and local retail banners to facilitate online shopping, delivery and pickup services from nearly 100,000 stores across North America on the Instacart Marketplace. Instacart makes it possible for millions of people to get the groceries they need from the retailers they love, and for approximately 600,000 Instacart shoppers to earn by picking, packing and delivering orders on their own flexible schedule. The Instacart Platform offers retailers a suite of enterprise-grade technology products and services to power their e-commerce experiences, fulfill orders, digitize brick-and-mortar stores, provide advertising services, and glean insights. With Instacart Ads, thousands of CPG brands – from category leaders to emerging brands – partner with the company to connect directly with consumers online, right at the point of purchase. With Instacart Health, the company is providing tools to increase nutrition security, make healthy choices easier for consumers, and expand the role that food can play in improving health outcomes. For more information, visit www.instacart.com/company, and to start shopping, visit www.instacart.com. Maplebear Inc. is the registered corporate name of Instacart.

About Vroom Delivery
Vroom Delivery is a leading e-commerce platform specializing in convenience and liquor store retail. Serving 3,500 stores across the U.S., Vroom Delivery helps retailers offer easy, local delivery to customers while providing tools to compete in the evolving retail landscape. Learn more at www.vroomdelivery.com.

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SOURCE Maplebear Inc. dba Instacart

FAQ

What is the partnership between Instacart (CART) and Vroom Delivery?

Instacart is partnering with Vroom Delivery to bring Instacart Carrot Ads to 3,500 convenience stores nationwide, enabling them to access Sponsored Product and Display ads technology.

How many brand advertisers will have access to Vroom Delivery's network through Instacart?

Over 7,500 brand advertisers participating in the Instacart Ads ecosystem will be able to extend their campaigns to Vroom Delivery's convenience store network.

How many partners currently use Instacart's Carrot Ads solution?

Instacart has more than 240 partners currently leveraging the Carrot Ads solution for their retail media businesses.

What types of advertising will be available through the Instacart-Vroom partnership?

The partnership will provide access to Sponsored Product and Display ads through Instacart's advertising technology.

How will this partnership benefit small and medium-sized convenience retailers?

The partnership will help small and medium-sized convenience retailers tap into advertising demand and compete in e-commerce by accessing Instacart's advanced retail media technology.