Morrisons has struck a deal with Instacart to better manage the picking and fulfilment of online orders from aggregator apps.
Instacart’s Instaleap company – which it acquired earlier this year – provides software for supermarkets to manage orders across marketplace channels including Uber Eats, Just Eat and Deliveroo in one place. Previously, staff had to use a separate device for each delivery app.
Instaleap’s solution includes an in-store picking app so Morrisons store staff can “more efficiently manage the picking and fulfilment process”.
The supermarket said as a result of the deal, online orders would be fulfilled “faster and more accurately”.
“We’re constantly looking for ways to make online grocery shopping easier and more convenient,” said Charlotte Exell, group online director at Morrisons.
“More of our customers are choosing to shop from us through one of our immediacy partners and they expect an efficient, dependable service every time,” she added. “Working with Instaleap powers our online operations behind the scenes, helping us deliver fresh groceries directly to our customers’ doors quickly and reliably.”
The technology would be rolled out gradually over the coming months, Morrisons said, and initially only at stores that worked with more than one aggregator app partner.
The deal represents an expansion of Morrisons’ relationship with Instacart. In July, it kicked off its UK-first trial of Instacart’s Caper Cart AI-powered smart shopping trolleys.
Around 30 Caper Carts are available for use by loyalty members shopping at the store, each equipped with in-built scales, cameras and a digital touch screen. Shoppers activate the cart by scanning their More Card, and the cart also allows customers to register for a card.
Instaleap is competing against more established aggregator app order management platforms in the UK, such as Deliverect, which expanded into the grocery and convenience sector from restaurants in 2024.
It’s partners include Asda, Spar, EG Group, and One Stop – the latter having rolled out the software to manage its on-demand delivery operations across its estate since 2024.
Earlier this year, Iceland launched a proof-of-value trial of an order picking solution that aggregates orders from delivery apps and online marketplaces into a single app and device. The discounter has signed an agreement to test StrongPoint’s order picking software to fulfil “all its grocery e-commerce orders, including both scheduled deliveries and quick commerce orders”.
In April, Snappy Technologies launched a new service that allows retailers to consolidate and manage orders with various delivery partners under one system, following a trial last year with Southern Co-op and Heart of England Co-op.
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