Gopuff Now Lets Shoppers Add Products to Their Cart From Display Ads

Gopuff has built three new capabilities into its commerce media advertising business in an effort to draw more advertisers to its fast-delivery platform.

First, a new partnership with AdAdapted lets people instantly add products to their Gopuff cart by clicking on an ad anywhere on the internet. Second, advertisers can create branded shops on the Gopuff app with customized copy, photo, video, and product carousels. Third, Gopuff has developed more detailed measurement metrics for in-bag product sampling.

The announcement comes two months after Gopuff brought its ad platform in-house, an effort to take more control over its first-party data, according to senior vice president of business Daniel Folkman. The new ad offerings build on that foundation.

“We’re trying to put control, power, and visibility in the hands of our advertisers,” Folkman said. “Contextual-based commerce or shopping experiences are fundamental in terms of driving high conversion and high return for advertisers.”

Expanding shoppability

One of Gopuff’s goals is to “make the entire internet shoppable,” according to Folkman.

The new partnership with AdAdapted is one way the company is hoping to achieve that goal. The tech makes ads on the open internet clickable, adding products to the shopper’s Gopuff cart without disrupting whatever they were doing when they saw the ad.

Brand Shops, another of the new offerings, lets companies create their own pages within the Gopuff app full of their own products. The shops can be built in less than 72 hours, Folkman said. Early results showed that the average order value is 20% higher when customers purchase through them.

The branded shops build on a similar, web-based offering called Powered by Gopuff, launched in April, in which the platform creates a branded direct-to-consumer ecommerce shop for advertisers, often connected to a specific campaign. The sites use Gopuff’s fulfillment and logistics capabilities to offer delivery in as fast as 15 minutes.

Lastly, Gopuff is creating ways for advertisers to get more feedback and follow-up data from customers who’ve tried products through its in-bag sampling program. The program lets brands drop a relevant, free product into the bag of a customer’s order.

With the new feature, Instant Insights, brands can see real-time data related to whether customers who received a free sample searched for the product again, added it to their cart, or purchased it. It also lets brands survey customers who received a sample, and use audience data to more accurately identify target audiences.

“We can segment customers based on any trackable piece of data [and] put that product in their basket at the perfect moment,” Folkman said. “What we’re trying to do is allow brands to get these types of things in market faster, quickly sample and test it, collect the data that they need, and then allow them to iterate on whatever they were doing.”