US grocery retailer Fareway has entered a partnership with grocery technology company Instacart to expand and refresh its digital shopping services.

As part of the agreement, Fareway is rolling out an updated e-commerce platform built on Storefront Pro, Instacart’s enterprise commerce platform.

Customers are now able to place pickup orders through Fareway’s online shopping site, as well as via the Instacart app.

Fareway orders will also be offered for pickup through the Instacart Marketplace with no markups, adding another route for shoppers to buy groceries online.

Instacart’s Storefront Pro is positioned as a grocery-focused enterprise platform that connects Fareway’s web, app and in-store journeys while leaving the retailer in charge of its brand and customer relationships.

Instacart commercial partnerships vice-president Ryan Hamburger said: “We are proud to support a trusted, community-first retailer like Fareway as they enter their next chapter of digital growth.

“With their adoption of our enterprise commerce platform and commitment to no-markup pricing, Fareway is not only strengthening their digital competitiveness, but also accelerating online sales growth and customer loyalty.”

The wider Instacart Enterprise platform includes AI-based search and merchandising tools aimed at helping customers find products, along with integrated fulfilment technology supporting pickup and delivery.

It also brings retail media functions through Carrot Ads, described as Instacart’s retail media solution.

The platform is designed to work with third-party technology providers, which the companies said can let Fareway add digital features without having to build or maintain its own e-commerce infrastructure.

Fareway chief retail officer Mike McCormick said: “This partnership allows us to deliver the same great Fareway service and value our customers expect in store, now with an improved online experience.”