Supermercato24, an Italian same-day grocery delivery service, has raised €13 million in Series B funding. Leading the round is FII Tech Growth, with participation from new investor Endeavor Catalyst, and current investors 360 Capital Partners, and Innogest.
Similar to Instacart in the U.S. and claiming to be the leader in Italy, Supermercato24 lets customers order from local supermarkets for delivery. The startup uses gig economy-styled personal shoppers who go into the store and ‘pick’ the products ordered and then deliver them same-day, or for an added cost within an hour.
The company charges a delivery fee to consumers, but also generates revenue from fees charged to partnering merchants, and, notably, through advertising. Supermercato24 says it has more than 15 partnerships with merchants, and has more than 50 consumer packaged goods customers (CPGs) advertising on its platform.