Deals

Instacart Acquires Coupon and Voice-Shopping Startup Unata

Unata is developing voice-ordering software for grocery chains
Deal will help Instacart expand to more markets in Canada

Bell peppers are displayed for sale inside a Kroger Co. grocery store in Louisville, Kentucky, U.S., on Wednesday, June 14, 2017. Kroger Co. is scheduled to release earnings on June 15.Photographer: Luke Sharrett/Bloomberg

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By Olivia Zaleski

January 16, 2018 at 12:00 PM UTC

This article is for subscribers only.

Instacart Inc. said it agreed to acquire Toronto-based startup Unata Inc., giving the grocery-delivery company new kinds of e-commerce tools and a path to expand in Canada.

The deal totals about $65 million, according to two people familiar with the matter, and signals where Instacart is headed in its battle with Amazon.com Inc. Unata specializes in making and tracking digital coupons and circulars. The company is also developing a voice-activated tool to allow customers to purchase goods online from midsize retailers using devices like Google Home.