March 25, 2026
Amir El Tabib
Chief Business Development Officer at Ibotta
For years, on-demand delivery was considered a convenience — a premium behavior reserved for busy weeknights or the occasional splurge. That era is over.
Today, delivery is how millions of Americans buy their groceries, restock their medicine cabinets, and replenish their household staples. And the brands showing up in that moment are winning.
Ibotta already reaches 200M+ U.S. shoppers across thousands of retailers, apps, and loyalty programs. Today, we're expanding that reach even further. With the addition of Uber Eats on our network, brands have direct access to the three largest platforms that define third-party Last Mile delivery in America — from a single, pay-per-sale platform.
Delivery is becoming default
Consumers aren't just ordering restaurant meals through delivery apps anymore — they're doing their weekly shop. On Uber Eats alone, sales of everyday essentials are growing rapidly. Uber has made significant investments in its grocery and retail delivery business, with year-over-year growth accelerating in Q4 2025, led by strong retail moments in the U.S.
This isn't a trend. It's a structural shift in how consumers buy the categories CPG brands care about most. The Last Mile delivery market is projected to reach $51.38 billion by 2028 — and it's still in its early innings.
Brands that treat delivery as a niche channel are already behind.
What this means for CPG brands
The addition of Uber Eats unlocks three things that have historically been difficult to achieve together: national grocery scale, a genuinely incremental audience, and full-funnel influence in a single platform.
On scale, brands can now deploy item-level offers to move units and drive incremental sales across the nation's top grocery retailers on Uber Eats — including Kroger, Albertsons, Walgreens, Target, and more — with the same pay-per-sale guarantee that defines every transaction on Ibotta.
On audience, Uber Eats opens the door to a genuinely incremental consumer. These shoppers are young, affluent, and highly incremental — a high-value audience that is difficult to reach at scale anywhere else. Uber One's 46M+ members worldwide spend 3x more than non-members and treat delivery as a weekly routine, generating the kind of high-frequency, high-basket purchases that compound over time.
On media, this partnership opens a new dimension of influence. By combining Ibotta offers with Uber Advertising's suite of full-funnel solutions, brands can now reach consumers at every stage of the journey — from the moment they discover a product to the moment they add it to their cart.
Meet consumers where they are
The addition of Uber Eats to our network means brands can now deploy item-level offers across all three major delivery platforms from a single integration, with one performance guarantee.
No fragmented media buys. No impression-based guesswork. Just a verified, incremental sale.
Uber Eats is just the start. The Uber rideshare app and Postmates will be integrated into our network later this year, reinforcing Ibotta as the performance platform to deliver value wherever and however your consumers shop.
Built for what comes next
The Last Mile is still in its early stages. As autonomous delivery scales and consumer expectations continue to evolve, the brands with a persistent, measurable presence across this ecosystem will have a decisive advantage.
The Ibotta Performance Network now provides that presence — at national scale, across every major delivery platform, with outcomes you can verify.
Your consumers are already there. Now you can be too.