Tampa, 33602, FL,
United States
Upshop
Upshop, a prominent reseller, system integrator, and consulting company, that plays a vital role in numerous system integration and digital transformation initiatives. Upshop collaboration with software players such as Maplebear empowers organizations to embrace disruptive technologies and accelerate their journey to the cloud, thus reshaping their business models.
| Reseller and SI | Vendor | Application | Category | Market |
|---|---|---|---|---|
| Upshop | Maplebear | Instacart e-Commerce | eCommerce | eCommerce |
| Logo | Customer | Industry | Empl. | Revenue | Country | Vendor | Product | Category | When | Insight |
|---|---|---|---|---|---|---|---|---|---|---|
|
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Hy-Vee | Retail | 93000 | $12.0B | United States | Maplebear | Instacart e-Commerce | eCommerce | 2024 |
In 2024, Hy-Vee integrated Instacart e-Commerce in the eCommerce category by embedding Instacart Fulfillment as a Service into its owned and operated websites and mobile applications to enable same day delivery. Upshop served as the technology partner to facilitate the API integration of Fulfillment as a Service into Hy-Vee’s e-commerce operations, and the deployment targeted online order fulfillment across Hy-Vee’s retail footprint.
The implementation centered on Instacart e-Commerce fulfillment capabilities, including full service order fulfillment where Instacart shoppers perform picking, packing and delivery, along with configurable pickup and delivery only workflows. Hy-Vee retained storefront and brand control through API based storefront integration, while Instacart’s platform provided order orchestration, fulfillment assignment and delivery orchestration as embedded capabilities within Hy-Vee’s checkout and cart systems. The integration also enabled EBT SNAP acceptance online via the Instacart App as part of the unified checkout experience.
Architecturally the integration created an API layer between Hy-Vee owned storefronts and the Instacart fulfillment engine, with Upshop implementing connectors that route orders to Instacart’s shopper network and fulfillment services. Operational scope covered Hy-Vee’s more than 550 retail units across eight Midwestern states, with flexibility to configure per store or region whether to use full service fulfillment or delivery only models.
Governance and rollout work emphasized configuring fulfillment model selection, defining operational handoffs between store teams and Instacart fulfillment operations, and sequencing store onboarding to match growing same day demand. Public communications from the companies state the expanded partnership is intended to increase order fulfillment capacity, expand delivery options and optimize services for Hy-Vee customers while preserving Hy-Vee’s owned storefront experience.
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Buyer Intent: Companies Evaluating Upshop Services
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