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As it looks to expand its “instant commerce” platform, delivery company Gopuff today debuted Powered by Gopuff, a direct-to-consumer delivery service that enables brands on its platform to offer 15-minute delivery from their own online stores.
The new offering expands brands’ online presence beyond Gopuff’s retail media network, which allows consumers to click on ads on GoPuff and be directed to a Gopuff landing page highlighting the brands’ products. Now, its partners can direct shoppers to their own white-label online stores, where the customers can place an order for rapid delivery that Gopuff will fulfill.
Storefronts Powered by Gopuff, the first solution under the new service, offers a customizable Shopify theme that allows brands to debut their own DTC sites in just a few days, the company said, and gives brands access to first-party data. Orders placed through those sites are then “automatically routed to the nearest Gopuff micro-fulfillment center” (the company said it currently serves more than 1,000 US cities). Gopuff has been testing this offering over the past six months with 20+ brands including CPG giants Ben & Jerry’s, Mondelēz International, Nestlé, and the JM Smucker Company.
- Tums and Jif used the service to support their Super Bowl advertising campaigns earlier this year, the company said.
Gopuff also said it plans to introduce Fulfillment Powered by Gopuff in Q2, which will allow brands on its platform to offer instant delivery through their existing DTC websites.
Daniel Folkman, Gopuff’s SVP of business, said in a statement that the move builds on the company’s status as “the face of Instant Commerce.”
“Now, with the launch of Powered by Gopuff, we’re also becoming the fabric of Instant Commerce by extending our proprietary fulfillment and logistics capabilities beyond the Gopuff app for the first time,” he said.
Zoom out: Many delivery companies have bowed out of rapid delivery in recent years: 15-minute delivery companies like Fridge No More and Buyk ran out of $$, and even DoorDash gave up on rapid delivery in NYC last year. Gopuff, meanwhile, continues to double down with new services, earlier this month introducing 20-minute delivery for members of its subscription program.