Instacart’s purchase of Rosie continues its push to diversify beyond its origins and image as a delivery services provider for grocers.
In a sign of the significance of the acquisition, Rosie’s staff will take the lead in developing Instacart’s strategy for serving independent food retailers, a “critical segment of the grocery industry” where Instacart is seeking to deepen its ties, according to the announcement.
Founded in 2013, Rosie provides branded e-commerce websites and mobile apps designed specifically for independent grocers, which typically do not have the technology and other resources to develop an online presence on their own.
