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§ Private Profile · San Diego, CA, USA
Mercato is a technology company.
Mercato offers a technology platform that enables local and independent grocers to establish an online presence, providing capabilities for e-commerce, delivery, and in-store pickup. The company equips these businesses with the digital tools necessary to compete in the modern marketplace, allowing them to showcase their diverse product selections with orders personally fulfilled by store employees.
The company was founded by Bobby Brannigan, who drew inspiration from his upbringing in his father’s butcher shop in Brooklyn. This firsthand experience revealed the logistical challenges faced by local grocery businesses and highlighted the need to modernize their inventory and delivery systems to better serve customers.
Mercato’s platform serves customers looking for healthy, nutritious, and culturally relevant foods, offering flexible payment options including SNAP/EBT, Medicaid, and Medicare Advantage for a streamlined shopping experience. The company’s vision centers on expanding access to healthy food choices through local grocers, emphasizing customer choice and dignity while bolstering local economies.
Mercato has raised $34.0M across 4 funding rounds.
Mercato has raised $34.0M in total across 4 funding rounds.
Mercato is an online grocery platform and eCommerce technology company founded in 2015 that connects consumers with local independent grocers, specialty food stores, and artisan producers across the US, enabling same-day delivery of fresh, unique products.[1][2][4] It serves consumers seeking convenient access to neighborhood stores' authentic offerings—such as premium meats, rare specialties, and fresh produce—while empowering small grocers with digital tools, AI-driven personalization, customer service, and logistics to compete against giants like Amazon and Instacart.[1][4] The hybrid marketplace model reduces food waste, supports local economies, and addresses the overlooked $670B grocery industry's need for SaaS, driving growth through a network of independent stores.[1]
Mercato was founded in 2015 by Bobby Brannigan in San Francisco (with some sources noting San Diego headquarters), emerging from the need to digitize independent grocers in a market dominated by big chains.[1][2] Brannigan's vision focused on preserving local food culture by giving small stores a robust online presence, handling eCommerce, orders, and delivery so vendors could prioritize their core operations.[1][4] Early traction came rapidly: within the first 12 months, Mercato achieved tremendous growth as a niche challenger, prompting a brand refresh and mobile optimizations via partners like Matchfire to enhance merchant and consumer experiences amid competitive pressures.[4] Pivotal moments included building key resources like its platform, product catalog, software, and nationwide grocer network, positioning it as the first SaaS for this underserved sector.[1]
Mercato rides the explosive growth of online grocery (accelerated by the pandemic), capitalizing on demand for hyper-local, sustainable alternatives to centralized giants in a $670B market long ignored by software investors.[1] Timing is ideal amid rising eCommerce adoption, where consumers prioritize authenticity and same-day delivery, while independents seek digital parity against Instacart and Amazon—Mercato's niche focus fills this gap with merchant empowerment tools.[4] Market forces like AI personalization, logistics efficiencies, and anti-monopoly sentiments favor its hybrid model, influencing the ecosystem by onboarding overlooked grocers, fostering community-supported agriculture, and proving SaaS viability for legacy retail.[1][2]
Mercato is poised for expansion by deepening its grocer network, enhancing AI for hyper-personalization, and potentially scaling into new verticals like meal kits or international markets, leveraging its early-mover status in local grocery tech.[1] Trends like AI-driven supply chains, sustainability mandates, and decentralized eCommerce will propel it, especially as independents rebound post-pandemic. Its influence could evolve from niche enabler to category leader, redefining how consumers access fresh, local food—ultimately challenging big players by proving technology truly empowers the "little guy" in grocery.
Mercato has raised $34.0M across 4 funding rounds. Most recently, it raised $26.0M Series A in April 2021.
Mercato has raised $34.0M in total across 4 funding rounds.
Mercato's investors include Michael Lazerow, AAF Management Ltd., Backed VC, Boost VC, Craft Ventures, FINTOP Capital, Freestyle Capital, Hiro Capital, Keshif Ventures, Play Ventures, Eytan Elbaz, Greycroft.