Instacart acquires Canada-based Unata

Instacart has announced the acquisition of Unata, a Toronto-based startup that specializes in making and tracking digital coupons and circulars. The company is also developing a voice-activated tool to allow customers to purchase goods online from midsize retailers using devices like Google Home. The terms of the deal were not disclosed.

Unata’s product, unlike Instacart’s, is a white-label grocery platform, letting grocers anywhere create apps and websites for consumers to order products, complete with coupons, purchase tracking, push notifications, deal suggestions, and more.

"This acquisition allows us to take that commitment to the next level. It represents a landmark win for retailers, who will benefit from Instacart’s scale, Unata’s highly configurable technology, and the deep grocery industry integrations this acquisition will enable," said Instacart CEO Apoorva Mehta.

San Francisco-based Instacart partners with local stores to offer same-day deliveries on thousands of grocery products. The company has raised around $675 million in funding, to date, including a hefty $400 million raised last year. However, Unata is only its second known acquisition — Instacart previously acqui-hired the team behind Wedding Party.

"“By combining the power of our teams and technologies, we can achieve this vision faster and for the first time ever offer a fully comprehensive, configurable digital solution for grocery retailers of all sizes," said Unata CEO Chris Bryson.

Unata will continue to operate as an independent subsidiary of Instacart, with its own name and brand, keeping its HQ in Toronto.