Gopuff has launched a new logistics and technology platform that enables FMCG brands to offer rapid delivery from their owned and operated online stores.
The ‘Powered by Gopuff’ platform includes a suite of solutions that help brands meet consumer expectations around delivery speed. It uses the rapid delivery grocer’s logistics network, instant fulfilment infrastructure and technology to support direct-to-consumer (DTC) websites. The platform also enables FMCG brands to leverage online ads and marketing to drive sales from their own websites, bringing them more control and access to first-party data.
“We’ve spent the last ten years building and scaling our own hyper-local logistics network and operations to consistently meet customer demands for fast, affordable, and reliable delivery,” said Daniel Folkman, SVP of Business at Gopuff.
“As a result of this work, we’ve established ourselves as the face of Instant Commerce. Now, with the launch of Powered by Gopuff, we’re also becoming the fabric of Instant Commerce by extending our proprietary fulfilment and logistics capabilities beyond the Gopuff app for the first time.”
As part of the launch, Gopuff has launched a solution called ‘Storefronts’, a customisable Shopify theme integrated with its APIs. This enables FMCG manufacturers to launch their own white-labelled DTC site “in a matter of days, not weeks or months”. Orders placed on a partner’s Storefront are automatically routed to the nearest Gopuff micro-fulfilment centre, where they’re picked, packed, and delivered to customers in “as fast as 15 minutes”.
For the past six months, Gopuff has tested Storefronts in the US with more than 20 FMCG brands, including Ben & Jerry’s, Unilever, Mondelēz International, Nestlé, The J.M. Smucker Company, and Haleon.
“Nobody wants the responsibility of getting a pint of Ben & Jerry’s from a nearby store to their couch. Not even us. That last mile delivery is complicated,” said Jay Tandan, the Global Head of Digital Marketing at Ben & Jerry’s.
“Storefronts Powered by Gopuff solves that struggle for us and for Ben & Jerry’s fans across the country. Their microfulfillment centres provide a quick and easy way to get Ben & Jerry’s euphoria right to your door in a flash.”
Storefronts has now been made available to all brands currently on Gopuff in the US. A UK launch is being considered.
Gopuff revealed that it also plans to expand its ‘Powered by’ capabilities with the launch of ‘Fulfillment Powered by Gopuff’ in the coming months. This will be a standalone warehousing and logistics service that gives brands the tools to seamlessly integrate and promote instant delivery on their existing DTC website.
NAM Implications:
- As Dean McElwee says: “I consider Gopuff and Q-Commerce to be a geographically constained order density model. The objective is to get as many orders in a constrained physical area to keep both sellers and riders/delivery folk happy. Even then profitability of the business model is not guaranteed.
- See Dean’s post here
