August 4, 2026
Amir El Tabib
The modern shopper doesn't choose a channel. They choose the fastest, easiest way to solve the moment in front of them: a specific need, at a specific time, wherever that need can be met.
Whether it's a weekly grocery restock, a forgotten ingredient ordered through last-mile delivery, or a stop to fill up the tank on the way to work, shoppers aren't thinking about any of these as separate purchase channels. They're simply solving the need in front of them and seeking value while they do it.
Today, the Ibotta Performance Network is expanding to meet them there.
Ibotta is now the exclusive third-party provider of CPG digital offers (excluding age-restricted items) across the 7-Eleven, 7NOW, and Speedway apps, bringing performance-based digital offers to more than 11,500 U.S. store locations.
This partnership expands the Ibotta Performance Network into one of retail's most important channels, helping brands engage consumers wherever purchase decisions happen.
Convenience has become a key priority for brands
The importance of convenience isn't just about how many shoppers visit. It's about the role the channel now plays in everyday purchase decisions.
Half of the U.S. population shops a convenience store every day.1 But the real story isn't how often shoppers visit — it's why they do. Shopper behavior here looks fundamentally different than it does in grocery, mass, or club.
Sports & Energy Drinks, Salty Snacks, Soft Drinks, and Candy are often treated as last-minute add-ons in a grocery basket. In convenience, they're fundamentals: the categories shoppers return to, week after week. For brands in these categories, convenience isn't supplemental to a growth strategy. It's essential.
Ibotta's data reinforces that importance. During the first half of 2026, Sports & Energy Drinks achieved on-offer purchase rates as high as 42.7%, demonstrating strong shopper engagement with promotional offers in the convenience channel.
Leading CPG brands have identified convenience as a strategic growth priority. At the Wall Street Journal's Global Food Forum this June, PepsiCo's Beverages President identified convenience-store promotions as a top growth priority.2 Celsius Holdings CEO John Fieldly has similarly called convenience "one of our biggest white space opportunities," noting the channel accounts for roughly 60% of energy drink sales.3
The missing piece was at-scale performance-based tactics to reach shoppers
If convenience has become such an important retail channel, why hasn't it been a core part of most performance strategies?
The answer isn't shopper demand. It's the ability to activate nationally with the same accountability brands expect everywhere else.
While brands have long been able to run national promotional programs across grocery, mass, and increasingly last-mile delivery, convenience has remained largely outside that ecosystem. The opportunity has existed for years, but the infrastructure to execute nationally with item-level, pay-per-sale accountability has not.
That's the gap this partnership is designed to close.
Bringing performance to convenience
With 7-Eleven, Speedway, and Stripes joining the Ibotta Performance Network, brands can now activate item-level, pay-per-sale offers with verified purchase data across more than 100 million 7Rewards and Speedy Rewards members and more than 11,500 U.S. locations.
Just as importantly, brands don't need to manage convenience as a separate channel.
Campaigns running across grocery, mass, and last-mile delivery can now extend into convenience through the same platform, using the same workflow and the same performance-based accountability. Convenience becomes another measurable shopping occasion within the Ibotta Performance Network.
Meet shoppers wherever the moment happens
The modern shopper isn't choosing between grocery, delivery, and convenience. They're choosing the fastest, easiest way to solve the need in front of them.
Today's announcement expands the Ibotta Performance Network to match that reality.
By bringing 7-Eleven, Speedway, and Stripes into the network, brands now have a national, performance-based way to reach convenience shoppers with the same accountability they've come to expect elsewhere, helping them show up wherever the shopping moment happens.
- NACS 2. C-Store Dive 3. Investing.com