California-based retail technology company Instacart is helping midwest grocer Fareway give ecommerce shoppers the same service they receive in its 140 stores.

Fareway is launching an enhanced, online shopping experience powered by Storefront Pro, Instacart’s enterprise commerce platform. Fareway orders are also available for pickup through the Instacart Marketplace with no markups, providing more convenient ways to shop.

With Instacart, Fareway is strengthening its ecommerce presence and bringing additional digital convenience to the communities it serves. Customers can now shop thousands of Fareway products – including fresh meat, produce, pantry staples and household essentials – for pickup through Fareway’s updated digital grocery experience at Shop.Fareway.com and on the Instacart app (www.instacart.com/store/fareway-meat-grocery/storefront).

“We’re proud to support a trusted, community-first retailer like Fareway as they enter their next chapter of digital growth,” said Ryan Hamburger, vice president at Instacart. “With their adoption of our enterprise commerce platform and commitment to no‑markup pricing, Fareway is not only strengthening their digital competitiveness, but also accelerating online sales growth and customer loyalty.”

Mike McCormick, chief retail officer at Fareway, added: “We are excited to reach new customers already shopping on Instacart by joining the Instacart Marketplace and to offer more convenience to our existing customers with the launch of our updated Shop.Fareway.com experience. This partnership allows us to deliver the same great Fareway service and value our customers expect in store, now with an improved online experience.”

Instacart’s Storefront technology powers more than 380 grocers’ ecommerce sites and allows retailers to scale their online presence quickly. With Storefront Pro, Fareway gains a grocery-specific, enterprise platform that unifies its web, app and in-store experiences, while maintaining control over its brand and customer relationships.

The Instacart Enterprise platform includes AI-powered search and merchandising to improve product discovery, integrated fulfilment technology for efficient pickup and delivery, and built-in retail media capabilities through Carrot Ads, Instacart’s retail media offering that drives incremental revenue. With robust native functionality and flexible integrations with third-party technology providers, Fareway can expand its digital capabilities without building or maintaining complex ecommerce infrastructure. Fareway also joins more than 310 grocers, marketplaces and commerce platforms leveraging Carrot Ads to power their retail media programmes.

Fareway is the latest retailer to join more than 2200 national, regional and local retail banners on the Instacart Marketplace, through which the company powers ecommerce, fulfilment, in-store technology, AI and advertising for partners. For more information, visit www.instacart.com/company.

Fareway (Fareway.com) is a growing midwest grocery operating 143 stores in seven states. It has more than 13,000 employees.