Smart retail company Instacart has announced that retailers can now activate campaigns directly within its Ads Manager.

The California-based firm has also announced a partnership with hardware cooperative Ace Hardware bringing its assortment of home preservation essentials, tools, grilling and barbeque products, and lawn and garden supplies directly to doorsteps in as fast as one hour. Instacart customers will also benefit from no markups.

“We’re focused on making sure that every partnership we bring to Instacart delivers real value to our customers, which is why we’re thrilled to bring fast, same-day delivery and member-level pricing to Instacart customers,” said Blake Wallace, vice president of Instacart. “Ace Hardware has been a trusted name in neighbourhoods across the country for generations, and now we’re making it possible for Instacart customers to get that same quality and selection at a great price, without leaving their home.”

Bill Kiss from Illinois-based Ace Hardware (www.acehardware.com) added: “Joining the Instacart Marketplace is a natural extension of our commitment to deliver unmatched convenience for Ace customers, no matter how they choose to shop. Whether tackling a home improvement project or picking up essentials for the backyard, our customers can seamlessly find everything they need in one easy order, delivered right to their doorstep.”

Ace Hardware joins more than 2200 national and local retail banners on the Instacart App, spanning grocery, home improvement, beauty, pet, household and wellness categories.

The expansion to Instacart’s advertising platform introduces a purpose-built suite of tools for retailers, starting with self-serve promotions and off-platform capabilities that are available today.

In 2025, Instacart generated more than $1bin in ads and other revenue, and has long served as a proven performance channel for CPG brands. Now, the company is opening the same high-intent reach, optimisation and closed-loop measurement infrastructure that supports brand campaigns to retailers. At the same time, Instacart is building tools designed for retailer goals, from driving engagement to growing basket size and winning new consumers.

“This builds on the foundations we’ve established with brand partners: intuitive campaign management, trusted measurement and optimisation towards results,” said Ali Miller, general manager of advertising at Instacart (www.instacart.com). “We look forward to partnering with retailers to unlock new growth opportunities and build on our shared momentum.”

Tamara Pattison, chief digital officer at Save Mart (savemart.com), a West Coast’s full-service grocery chain, added: “We’re focused on delivering exceptional experiences for our customers, however they want to shop with us. Instacart’s enhanced advertising tools allow us to thoughtfully showcase our offerings and promotions in ways that feel relevant and helpful.”

And Tiffany Allegro, marketing director at Valley Marketplace (www.shopvalleymarketplace.com), said: “Instacart’s expanded advertising tools give retailers like us new opportunities to stand out in the digital aisle and connect with customers in meaningful ways. We’re excited to leverage these capabilities to grow our business and highlight the promotions and products our community loves.”

Retailers can now create and manage basket-level offers, target high-intent consumer segments and reach consumers who shop within a category but have not yet purchased from their banner. Campaign performance, including redemptions, total sales impact and new-to-banner growth, is measured in real time using Instacart’s closed-loop data.

Retailers can launch, test, and optimise campaigns directly, without relying on managed service support.

Retailers are also starting to test Instacart’s off-platform advertising offering. Through partnerships with Meta and others, retailers can extend their campaigns beyond Instacart to reach high-intent consumers across the broader media landscape. By activating Instacart audiences wherever they already buy media, retailers can win back lapsed customers, attract new customers and drive incremental sales and market share growth.

Throughout 2026, retailers will gain access to additional advertising capabilities within the Instacart Marketplace, including sponsored placements, expanded discovery opportunities within search and browse, and participation in curated, high-traffic shopping moments.