AI-Powered Smart Trolleys Launch in UK Market: Instacart and Morrisons Partner on Retail Innovation

Instacart continues its international expansion with a groundbreaking move into the British grocery sector. The company, a leading technology provider for the grocery industry in North America, is joining forces with Morrisons, one of the UK’s major supermarket operators, to introduce cutting-edge smart shopping carts. The collaboration marks a significant milestone as Instacart brings its Connected Stores technology platform to British shoppers for the first time.

What Are These Smart Trolleys?

Caper Carts represent a fundamental shift in how consumers interact with physical retail environments. These intelligent shopping baskets feature integrated screens, built-in weighing mechanisms, and sophisticated sensor technology that transforms the in-store checkout experience. As customers select items, the trolley’s sensors recognize products instantly, calculate running totals, and help shoppers monitor their spending throughout their visit. The system streamlines the final purchase step – customers simply scan their cart at self-checkout stations rather than scanning individual items.

The technology serves a dual purpose: it enhances convenience for shoppers while simultaneously gathering valuable data for retailers. Interactive displays on the trolleys can showcase personalised offers, recommend complementary products, and function as an advertising channel within the retail environment. For Morrisons customers specifically, the smart trolleys integrate seamlessly with the Morrisons More Card loyalty scheme, providing additional benefits and targeted discounts during their shopping trip.

Market Rollout and Timeline

The collaboration will launch in early 2026, beginning with deployment at a single Morrisons location with potential for broader expansion across their store network. This phased approach allows both organisations to assess customer adoption rates and understand how the technology performs within their specific retail environment.

This UK deployment follows successful implementation across North American markets. Instacart’s smart trolleys are currently operational in approximately 100 cities spanning 15 states, with adoption from major retail chains including Coles, Kroger, Schnucks, and Wakefern. The growing number of retailers choosing this technology signals strengthening demand from both store operators and consumers seeking improved shopping experiences.

Bridging Online and Offline Retail

The partnership reflects broader industry trends toward hybrid shopping models. Rather than viewing online and in-store shopping as competing channels, retailers increasingly recognise them as complementary experiences. Smart trolleys address this by incorporating digital convenience features – such as real-time spending tracking and personalised recommendations – directly into the physical store environment.

According to David McIntosh, Chief Connected Stores Officer at Instacart, the trolleys enable retailers to deliver faster, more intuitive shopping journeys while maintaining the sensory discovery experience that draws customers to brick-and-mortar locations. Gordon Macpherson, Productivity Director at Morrisons, emphasized the company’s commitment to continuous innovation in the customer experience, describing the smart trolleys as a natural evolution in bringing digital sophistication to the weekly grocery shop.

Business Implications

Beyond consumer benefits, these trolleys create new revenue opportunities for retailers. The digital screens present untapped advertising inventory where consumer packaged goods brands can reach customers at precisely the moment purchasing decisions occur. This capability opens incremental monetisation channels while potentially increasing average basket sizes through targeted product recommendations.

Morrisons operates approximately 500 supermarkets across the UK, alongside around 1,700 convenience-format stores, employing approximately 95,000 team members. The company maintains substantial direct relationships with British farmers and operates an established online delivery service. For Instacart, the Morrisons partnership represents validation of its Connected Stores technology in a major international market and demonstrates the universal appeal of intelligent retail solutions beyond North American operations.