Uber Technologies has entered a partnership with Ibotta to use the company’s digital promotions across Uber’s grocery and retail operations in the US.
The collaboration expands the reach of the Ibotta Performance Network and is intended to give consumer packaged goods (CPG) brands a route to customers at the point of purchase.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
According to Ibotta, the agreement is Uber’s first multi-year exclusive arrangement with a national digital promotions provider.
Ibotta added that the deal further extends its presence across third-party grocery delivery services. Under the arrangement, Uber users in the US are expected to see promotions and coupons covering everyday grocery and retail purchases. Ibotta offers are set to launch first inside the Uber Eats app.
The companies plan to broaden availability later this year to grocery and retail items across the Uber and Postmates apps.
Uber North American grocery and retail head Hashim Amin said: “This collaboration with Ibotta marks a significant step in Uber’s commitment to delivering value across every category – from rides to retail.
“By joining the industry-leading Ibotta Performance Network, we are making it easier than ever for consumers to access savings from their favourite brands, while directly connecting CPG brands to their target audience.”
Ibotta founder and CEO Bryan Leach said: “Ibotta’s exclusive partnership with Uber makes it easier for brands to connect with consumers in a competitive marketplace.
“By putting offers directly into the Uber ecosystem, we are placing high-value savings in the palms of millions. Our partners now have a front-row seat to where their customers shop, ride, and eat – allowing them to influence the sale right when the customer is ready to buy.”
Uber has been building out its grocery and retail delivery business, reporting that year-on-year growth in the segment accelerated in Q4 2025, driven by “strong retail moments” in the US.
Since the start of 2025, Uber Eats has also added major retail partners such as Albertsons, Aldi, Kroger and Wegmans.
Separately, Uber last month agreed with Mubadala Investment Company on a transaction involving Getir’s delivery operations in Türkiye.
Uber is set to acquire Getir’s food delivery business for $335m in cash on a cash-free and debt-free basis.
It will also invest $100m for a 15% stake in Getir’s grocery, retail and water delivery operations.
The grocery, retail and water delivery assets are expected to be acquired over the coming years, subject to meeting defined operating and financial performance targets.
