US grocery delivery service Instacart is “imminently” buying a Toronto tech company as another step in its push into the Canadian market.
The Financial Post says the tech firm, Unata, will bring Instacart the digital flyer, loyalty, e-catering and list-building capabilities it needs to serve 80% of Canadian customers within 18 months.
Founded in 2009, Unata enables retailers to offer an online grocery platform. Lately it has been researching voice activation technology that would enable customers to place orders through household assistants like Google Home.
The acquisition takes place as Instacart rolls out its services in a number of Ontario communities through a partnership with Loblaw.
Terms of the deal were not disclosed.