Fulfil

Fulfil

Robotic pick-and-pack for groceries

Overview

Fulfil provides automated pick-and-pack fulfillment for online grocery retailers. The system covers all product categories and temperatures, including fresh produce, meat, frozen, and refrigerated goods, using robotic, zero-touch packing to achieve high-speed processing. Operations run as a service: retailers install Fulfil’s automation and pay subscription and service fees for ongoing installation, maintenance, and support. Real-time, item-level inventory control ensures 100% order accuracy with no substitutions, enabling same-day delivery and flexible pickup. Fulfil differentiates itself by delivering end-to-end automation at the item level with very high accuracy, cost reductions (up to 50%), and a turnkey service model, rather than relying on manual fulfillment or partial automation. The goal is to help online grocery retailers improve delivery efficiency, boost customer satisfaction, and lower operating costs.

About Fulfil

Simplify's Rating
Why Fulfil is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Data & Analytics

Robotics & Automation

Industrial & Manufacturing

Enterprise Software

Company Size

51-200

Company Stage

Series B

Total Funding

$117.2M

Headquarters

Mountain View, California

Founded

2017

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Simplify's Take

What believers are saying

  • Fulfil is live in Mountain View as of 2026, showing operational credibility.
  • Kroger pilot discussions in March 2026 expand potential enterprise demand beyond early adopters.
  • The 2023 $60 million Series B from Eclipse, DCVC, and Khosla funded continued buildout.

What critics are saying

  • Kroger and Whole Foods pilots stay experimental; one canceled rollout kills expansion economics.
  • Robot-heavy grocery fulfillment demands expensive deployments; slow retailer adoption traps Fulfil in pilot purgatory.
  • Amazon's in-store automation can commoditize Fulfil's niche and outspend it globally.

What makes Fulfil unique

  • Fulfil automates grocery picking and packing across produce, refrigerated, frozen, and ambient goods.
  • Mountain View deployment proved item-level inventory control with 100% order accuracy in 2026.
  • Whole Foods and Lucky Now validated store-based robotics inside live retail backrooms.

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Funding

Total Funding

$117.2M

Above

Industry Average

Funded Over

0 Rounds

Benefits

Health Insurance

Dental Insurance

Vision Insurance

Life Insurance

Disability Insurance

Paid Vacation

Hybrid Work Options

401(k) Retirement Plan

401(k) Company Match

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