Rosie is a provider of software services for local and regional grocery stores and supermarkets. Rosie’s software enables grocery stores to build e-commerce businesses; market more effectively to customers; and apply data analytics throughout their operations.

When 645 partnered with Rosie the company in early 2017, local and regional grocery stores were starting to be impacted by the Internet like never before, enabling companies like FreshDirect, Instacart, and Peapod to take market share. These local and regional stores were starting to realize that they were falling behind and losing customers to these online channels. There was demand from the stores themselves to build their own ecommerce businesses, while also optimizing their retail operations via marketing and analytics.

Instacart, the North American grocery technology company, acquired Rosie, a provider of e-commerce platforms for local and independent grocers, bringing Rosie’s team and technology into Instacart’s suite of services. The acquisition was strategic because it strengthens Instacart’s ability to serve independently-owned retailers with tailored digital commerce and fulfillment solutions that help them compete and grow online. Post-acquisition, the Rosie team will lead Instacart’s business strategy and technology development for local grocers, expanding the combined company’s e-commerce offerings and helping these smaller retailers innovate and better engage customers.