Maplebear Inc. (Instacart)
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Acquisitions
5
Major Deals Covered
$515M
Disclosed Deal Value
Instacart's largest disclosed acquisition here is Caper AI for $350M in 2021. This page covers 5 major deals from 2018 to 2025, each with its price where disclosed and the reason behind it.
2025
Maplebear Inc. (Instacart) acquired Wynshop in 2025.
2022
$100M
attempting to monopolize the entire operational analytics lifecycle of American grocery retailers and CPG brands, Instacart acquired the sophisticated AI pricing platform Eversight.
This effective, strategic integration allowed Instacart to provide Consumer Packaged Goods (CPG) brands with sophisticated, complex software to test price points and promotional ROI in real-time.
Eversight expanded Instacart's lucrative Total Addressable Market (TAM), heavily driving high-margin, recurring software revenue while deepening its essential, data moat against competitors like DoorDash.
2022
Maplebear Inc. (Instacart) acquired Rosie in 2022.
2021
$350M
In a strategic, aggressive maneuver explicitly designed to transcend unprofitable grocery delivery, Instacart acquired Caper AI, an innovative maker of AI-powered smart shopping carts.
This historic acquisition provided Instacart with unprecedented, proprietary hardware access directly into the physical aisles of traditional supermarkets. It allowed Instacart to monetize the 85% of grocery shopping that still happens in physical stores by heavily deploying high-margin digital advertising directly onto the cart's interactive screens. The strategic integration of these specialized retail assets allowed the corporate parent to expand its demographic reach across diverse markets. The strategic integration of these specialized retail assets allowed the corporate parent to expand its demographic reach across diverse markets, providing scale.
While requiring complex, expensive hardware deployment, Caper Carts generated interest from major grocers, cementing Instacart's strategic pivot from a simple consumer delivery app into an essential, enterprise technology partner. This successful internal development modernized the organization's legacy media portfolio, capturing younger demographic segments that competitors desperately seek. This successful internal development modernized the organization's legacy media portfolio, capturing younger demographic segments that competitors desperately seek to acquire in the modern digital age.
2018
$65M
Maplebear Inc. (Instacart) acquired Unata in 2018 for $65 million.
Facing a post-pandemic slowdown in grocery delivery, Instacart's large growth strategy is aggressively pivoting to 'Health' and dominating the highly lucrative CPG Advertising market. They launched 'Instacart Health', partnering with large insurance companies and Medicare to allow doctors to actually prescribe highly specific, healthy food deliveries to patients (paid for by insurance). they are aggressively expanding their Enterprise software, building large 'smart carts' (Caper Carts) equipped with cameras and screens to sell targeted advertising directly to consumers while they are physically inside the grocery store.
Instacart operates a highly complex, multi-sided B2C and B2B platform model. 1. Delivery/Service Fees: The consumer pays a fee to have the groceries delivered. 2. Retailer Commission: The grocery store (like Kroger or Publix) pays Instacart a large percentage of the total order for driving the sale. 3. Instacart Ads: The absolute high-margin most valuable asset. Massive food brands bid on digital shelf space inside the app. 4. Enterprise Software: Instacart actually licenses its large e-commerce software directly to grocery chains to power the retailer's own websites.
In October 2021, Instacart acquired Caper AI for $350 million. The acquisition gave Instacart world-leading computer vision and AI-powered smart shopping carts and smart checkout scales, establishing Instacart's physical retail technology moat inside supermarket aisles.
In September 2022, Instacart acquired Eversight, an AI-powered pricing and promotional experimentation software platform, integrating automated price-testing tools into the Carrot Platform for grocers and CPG brands.
In 2022, Instacart acquired Rosie, an e-commerce platform for local independent and community grocers, expanding Instacart's digital enablement tools across hundreds of regional single-store and family-owned supermarket operators.
In January 2018, Instacart acquired Toronto-based Unata for $65 million. Unata's enterprise technology formed the foundational core of Instacart's white-label enterprise platform, powering custom websites and apps for grocers like Wegmans and Sprouts.
In 2021, Instacart acquired FoodStorm, an order management system for grocery prepared foods, deli counters, and bakery catering, allowing consumers to order custom holiday turkeys, party platters, and hot deli sandwiches online.
Instacart acquired specialized mobile engineering teams and catering software assets to streamline high-volume store order routing and automated inventory synchronization.
Instacart targets software and AI hardware startups that solve specific in-store operational friction points (smart carts, electronic shelf tags, AI pricing, micro-fulfillment, prepared food ordering) that can be scaled across its 1,500+ retail partners.
Instacart maintains a disciplined M&A approach, deploying free cash flow toward tuck-in AI computer vision startups, connected retail media ad-tech platforms, and digital healthcare software integrations.