Instacart has entered a marketplace partnership with instant commerce company Gopuff and widened its grocery delivery service on Airbnb, expanding across retail and travel platforms in the US.

Under the arrangement, Gopuff will become part of the Instacart Marketplace and will use Carrot Ads, Instacart's retail media platform, to run advertising on its own online storefront.

Instacart users will be able to purchase groceries and everyday items from Gopuff, with deliveries handled directly by the company in as little as 15 minutes through its own micro-fulfilment centres and delivery network.

This follows an earlier partnership between the two companies, with BevMo!, Gopuff's speciality beverage chain, already operating as an Instacart Marketplace partner for same-day delivery of beer, wine and spirits.

As a result of the integration, more than 9,000 brand advertisers on Instacart Ads will be able to widen their campaigns to include Gopuff and BevMo! shoppers, with the option of running promotions directly on Gopuff's storefront through their Instacart account managers.

Instacart advertising general manager Ali Miller said: “Our partnership also helps brands further scale their reach and results by extending Instacart Ads to the millions of on-demand consumers who shop on Gopuff directly.

"In an increasingly fragmented retail media landscape, the Instacart Ads ecosystem makes it easier for brands and agencies to optimise, manage, and measure campaigns through one connected platform.”

In a separate move, Instacart has broadened its grocery delivery collaboration with Airbnb to cover guests across the entire US, with plans to extend the service to Canada in the coming weeks.

The feature enables Airbnb guests to place grocery orders directly through the Airbnb app, without needing to re-enter their address or set up a new account.

The initiative was first trialled in Los Angeles, San Diego, Phoenix and Orlando, before growing to 25 cities and now reaching nationwide scale.

As part of the wider rollout, Airbnb guests will not be charged delivery fees on orders of $10 or above.

Instacart noted that more than 85% of travellers purchase groceries either before arriving or within a day of checking in, making grocery services among the most sought-after offerings on Airbnb.