Continuing its reach into the retail and grocery delivery space, Uber Technologies partnered with performance marketing platform Ibotta, marking Uber’s first multi-year exclusive agreement with a national digital promotions provider.
Denver-based Ibotta provides digital promotions for consumer packaged goods brands, reaching over 200 million consumers through its network of publishers, the Ibotta Performance Network. According to a March 25 press release, the partnership gives CPG brands a direct path to shoppers at the point of purchase.
Bryan Leach is the founder and CEO of Ibotta, a Denver-based performance marketing platform.
As a result of the Ibotta partnership, U.S. Uber users will gain access to promotions and coupons for grocery and retail items, home care, and personal care, among other goods. Initially, the offers will debut within the Uber Eats app, with expansion across grocery and retail items within Uber and Postmates set to follow later in the year.
“Ibotta’s exclusive partnership with Uber makes it easier for brands to connect with consumers in a competitive marketplace,” Bryan Leach, founder and CEO of Ibotta, said in a press release. “By putting offers directly into the Uber ecosystem, we are placing high-value savings in the palms of millions. Our partners now have a front-row seat to where their customers shop, ride, and eat – allowing them to influence the sale right when the customer is ready to buy.”
The announcement marks another step in Uber’s attempt to capture a larger share of the retail and grocery delivery market. Since the onset of 2025, the food delivery platform has partnered with several major retailers, including Albertsons, Aldi, Kroger and Wegmans.
According to the 2026 Annual Gig Mobility Report from Gridwise, Uber Eats grew its non-food delivery mix by 2 percent, reaching 20 percent in 2025 — 12 percent retail and 8 percent grocery.
“This collaboration with Ibotta marks a significant step in Uber’s commitment to delivering value across every category – from rides to retail,” Hashim Amin, North American head of grocery and retail at Uber, said in a press release. “By joining the industry-leading Ibotta Performance Network, we are making it easier than ever for consumers to access savings from their favorite brands, while directly connecting CPG brands to their target audience. It’s about going beyond convenience to make the entire Uber ecosystem as rewarding as it is essential.”
CPG brands fund digital offers and pay when verified purchases occur through Ibotta’s closed-loop, performance-based rewards platform. With those offers hitting the Uber ecosystem, brands gain access to consumers actively shopping.
Customers using Ibotta can access cash-back rewards by adding individual offers in the Ibotta app before going to the store, then submitting receipts after purchase. Additionally, consumers can link loyalty accounts and get cash back without a receipt. Reportedly, millions of users earn an average of $261 per year, with shoppers earning over $2.7 billion in total rewards through the IPN since 2012.
