In acquiring US white label e-commerce platform GrocerKey, logistics player Point Pickup Technologies says that this will allow retailers to “take back control from Instacart.”

According to Point Pickup the acquisition will create the industry’s “first end-to-end, own-branded last-mile fulfilment and delivery service.”

Point Pickup is based in New England and has customers including Walmart, Kroger and Albertsons, and has already grown its platform beyond groceries to things such as general merchandise, pharmacy and oversized deliveries.

“With almost 68 million US households placing online orders this past May, retailers no longer want to give away last mile business to other consumer-facing platforms,” Point Pickup Founder and CEO Tom Fiorita said in the announcement.

“We listened to our clients and now with the integration of GrocerKey’s technology into our last-mile delivery platform, they can reclaim their brand and revenue while maintaining control of their eCommerce data and customer experience from start to finish.”

The acquisition of GroceryKey will allow Point Pickup to use its technology to provide an end-to-end solution with plug-and-play modules that will integrate into retailers’ e-commerce platforms.

“Its platform is driven by its proprietary Precision Matching Technology, which already matches the right delivery to the right driver and vehicle every time, leading to a more consistent and higher quality experience for customers,” the news release says. “The same technology will be used to locate the right workers to extend the services to both shopping and delivery.”