Ibotta, Inc. and Uber Technologies, Inc. announced a multi‑year exclusive partnership that will embed Ibotta’s performance‑network technology into Uber’s grocery and retail delivery ecosystem across the United States.
The integration will allow consumer packaged goods brands to deliver Ibotta‑powered digital promotions directly to shoppers at the point of purchase. Ibotta’s performance network already reaches more than 200 million consumers and operates on a pay‑per‑sale model; the new partnership will place these promotions in the Uber Eats app and other Uber platforms, giving brands a direct path to consumers in real time.
For Ibotta, the deal represents a major expansion of its reach into the on‑demand delivery space, while for Uber it strengthens the company’s advertising and retail‑media capabilities. The partnership complements Uber’s recent grocery‑delivery expansion with retailers such as Albertsons, Aldi, Kroger and Wegmans, and it follows a prior 2017 collaboration that offered cash‑back on Uber rides.
Ibotta’s Q4 2025 results showed revenue of $342.4 million, a 7% decline from 2024, and earnings per share of $0.29 versus an expected $0.99. The company also authorized a $100 million share‑repurchase program. The new partnership is therefore a positive development amid a challenging earnings period.
"Ibotta’s exclusive partnership with Uber makes it easier for brands to connect with consumers in a competitive marketplace. By putting offers directly into the Uber ecosystem, we are putting high‑value savings in the palms of millions," said Ibotta founder and CEO Bryan Leach. "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."
"This collaboration with Ibotta marks a significant step in Uber’s commitment to delivering value across every category. 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," said Hashim Amin, North American Head of Grocery and Retail at Uber. "Our goal is to provide customers with an unparalleled selection of grocery options, from national brands to the local retailers they trust most. With this latest expansion, we’re deepening our investment in regional grocery partners and making it easier than ever for customers to get their grocery shopping done from the comfort of their homes."
"Ibotta brings a best‑in‑class, performance‑driven promotions network that connects brands to real retail outcomes at scale," added Kristi Argyilan, Global Head of Uber Advertising.
The partnership is a material business event that could reshape how consumer packaged goods brands reach shoppers in the rapidly growing on‑demand delivery market.
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