Instacart said Airbnb customers will soon be able to shop Gopuff through the Instacart Marketplace in the U.S., adding a new option for groceries and everyday essentials. The companies announced the move on Sept. 22, 2026, alongside a separate plan for Gopuff to use Instacart Carrot Ads technology on its own digital storefront.
The partnership gives Instacart customers access to Gopuff's curated selection with orders fulfilled by Gopuff in as fast as 15 minutes. Gopuff will also join more than 2,200 national and local retail banners on the Instacart Marketplace, while more than 9,000 brand advertisers using Instacart Ads can extend campaigns to Gopuff and BevMo! consumers.
Ali Miller on Instacart Ads
Ali Miller, general manager of advertising at Instacart, said the addition broadens what shoppers can buy through the platform and widens ad reach on Gopuff. She said, "Introducing Gopuff to the Instacart Marketplace offers our consumers even more selection: they'll have a fast and convenient way to shop everything from groceries and household staples to snacks and beverages."
Miller also said, "Our partnership also helps brands further scale their reach and results by extending Instacart Ads to the millions of on-demand consumers who shop on Gopuff directly."
Gopuff and BevMo!
Before Sept. 22, BevMo!, the specialty beverage retailer owned by Gopuff, had already been a longtime Instacart Marketplace partner offering same-day delivery of beer, wine, and spirits. The new arrangement builds on that existing tie and extends it beyond BevMo! into Gopuff's broader inventory and fulfillment network.
Orders placed through Instacart for Gopuff products will be fulfilled and delivered directly by Gopuff. Gopuff said it operates 365 days a year with 24/7 delivery in select locations and late-night hours across its broader network, and Alberto Menolascina, its chief business officer, said the company can deliver with speed and accuracy that is difficult to match. As shoppers gain access to more essentials, the practical question is simple: when the Gopuff storefront appears inside Instacart, the service will be there with its own fulfillment rather than a handoff to another delivery network. For readers following the stock reaction around the business tie-up, a separate report on Airbnb Lifts Abnb Stock With $1,598 Covered-Call Premium tracks that market angle.
Airbnb and Gopuff
Menolascina said, "Through this partnership with Instacart, Gopuff will now have access to world-class retail media technology and a massive advertiser ecosystem." He also said, "Soon, Instacart customers will get access to the Gopuff experience for groceries and everyday essentials."
That leaves one immediate practical point for customers: the companies said the access is coming soon, but they did not give a launch date. Until then, the new plan is a promise of broader selection, faster fulfillment, and ad distribution across both Instacart Marketplace and Gopuff's own storefront. A separate customer-facing example of how location and memory can shape an Airbnb experience appears in San Diego Airbnb Photo Discovery Shows Sisters Their Beach Past.
