Instock
Instock designs a modular goods-to-person ASRS with patented gravity-defying robots and delivers it exclusively as Robotics-as-a-Service to eCommerce operators, retailers, and 3PLs for micro-fulfillment.
- Company typePrivate
- Founded2020
- HeadquartersBurlingame, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Instock does
Instock Inc. is a US-headquartered (San Carlos, California) hardware-robotics company that designs and delivers a modular goods-to-person Automated Storage and Retrieval System (ASRS) for eCommerce micro-fulfillment. The system comprises four integrated components: Incloud (cloud orchestration software), Grid (a static modular racking structure configurable from 1,000 sq ft), Bins (stackable inventory containers), and Robots (autonomous mobile units that drive on floors, walls, and ceilings using patented magnet-based technology). The company's central technical claim is that its gravity-defying robots achieve higher storage density and a smaller physical footprint than conventional ASRS while remaining identical and interchangeable, eliminating single points of failure.
The product is sold exclusively as Robotics-as-a-Service (RaaS): customers select storage capacity (1,000–25,000 bins) and throughput capacity (400–1,600 bin-presentations per hour per workstation), are billed quarterly on usage, and pay zero CAPEX, installation, or maintenance fees. A simulation-first sales workflow — building a digital twin of the customer's site before commitment — is central to the go-to-market, alongside a REST-based API that integrates with customer host systems. Instock serves eCommerce operators, retailers, and third-party logistics providers, with GoBolt named as its first production customer in North America (January 2024).
The company was founded in 2020 by a team with 14+ years of eCommerce fulfillment experience and publicly launched from stealth in May 2023 with a $4M seed round co-led by One Way Ventures and Lux Capital. A $3.2M seed extension in December 2023 was led by Amazon Industrial Innovation Fund, bringing total disclosed seed financing to $6.2M. Operations span three offices (San Carlos HQ plus engineering offices in Bratislava, Slovakia and Kyiv, Ukraine), and the company is at a pre-revenue to early-commercial stage with one disclosed production deployment.
Instock firmographics
Firmographics- Name
- Instock
- Legal name
- Instock Inc.
- Website
- https://instock.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Instock designs a modular goods-to-person ASRS with patented gravity-defying robots and delivers it exclusively as Robotics-as-a-Service to eCommerce operators, retailers, and 3PLs for micro-fulfillment.
- Ownership category
- akta.pro rank
Instock industry classification
Industry- Product category
- Warehouse Automation Robotics
- NAICS
- General Warehousing and Storage (493110)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Automated / Robotics-Enabled Fulfillment Centers (AS/RS, AMRs, Goods-to-Person) (TLALADAL)
Keywords
Where Instock is headquartered
LocationHeadquarters
- HQ city
- Burlingame
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Instock business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Robotics-as-a-Service (RaaS): Quarterly billing model where customers select storage capacity (total number of bins) and throughput capacity (bin-presentations per hour) and are billed accordingly. Zero CAPEX with no vendor lock-ins. Customers only cover grid shipping, VAT, taxes and duties. Installation and maintenance included at no extra cost.
- Usage-Based Capacity: Throughput capacity is defined by peak hours - customers pay for the throughput they need. Non-peak hours have underutilized robots, making the model cost-efficient. Billing step is 100 bin-presentations per hour.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Custom RaaS configuration based on storage and throughput needs |
| Unit Pricing | Pay-as-you-go | Per-unit throughput pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Instock product offering
Product offeringCore offering
Instock provides a modular goods-to-person Automated Storage and Retrieval System (AS/RS) delivered exclusively via Robotics-as-a-Service (RaaS). The integrated system comprises four components: Incloud (cloud orchestration software), Grid (modular static structure), Bins (stackable inventory containers), and Robots (autonomous mobile robots operating in three dimensions on floors, walls, and ceilings). Customers select storage capacity (1,000–25,000 bins) and throughput capacity (200–1,600 bin-presentations per hour), billed quarterly with zero CAPEX, no vendor lock-ins, and included installation and maintenance.
Product overview
Instock offers a modular goods-to-person Automated Storage and Retrieval System (ASRS) consisting of four core hardware components: Incloud (cloud orchestration software), Grid (static modular structure), Bins (inventory containers), and Robots (3D autonomous mobile units). The system is delivered exclusively via Robotics-as-a-Service (RaaS) model with zero CAPEX, featuring a simulation-first approach for de-risking deployments. Customers select storage capacity (1,000-25,000 bins) and throughput capacity (400-1,600 bin-presentations per hour), billed quarterly. The system enables 6x picker productivity gains and supports elastic capacity scaling.
Differentiator
Problem solved
Functional benefit
Brands
- Incloud: Cloud software orchestrating all fulfillment-related operations in the Instock ASRS.
- Grid
- Bins
- Robots
Products and services
- Instock Goods-to-Person AS/RS System Integrated automated storage and retrieval system combining Incloud cloud orchestration software, Grid modular static structure, Bins inventory containers, and autonomous mobile Robots that operate in three dimensions on floors, walls, and ceilings. Designed for eCommerce operators, retailers, and 3PLs needing flexible micro-fulfillment automation.
- Robotics-as-a-Service (RaaS) Subscription-based service delivery model providing flexible and reliable fulfillment automation with zero CAPEX, no vendor lock-ins, and quarterly billing. Customers select storage capacity and throughput capacity; installation and maintenance are included at no extra cost.
Quantifiable outcome
- 50% reduction in daily labor costs ($2,141 to $631) plus $437 automation cost vs $2,141 fully manual
- +3 more outcomes
Companies that use Instock
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Instock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Instock partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GoBoltflagshipGoBolt partnered with Instock for the launch of gravity-defying robotics automation, representing Instock's first production customer deployment in North America.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
Instock competitors and assessment
Company assessmentDirect peers
- Geek+: Global provider of smart logistics solutions including goods-to-person robots, AMRs, and sortation systems for warehousing and fulfillment. Geek+ is a broad competitor across multiple automation categories overlapping with Instock's ASRS and micro-fulfillment use cases.
- Hai Robotics: Goods-to-person robotic warehouse automation company offering the HaiPick ASRS with autonomous case-handling robots. Hai Robotics is a direct competitor in the modular ASRS category and is expanding aggressively in North American and European markets that overlap with Instock's footprint.
- Berkshire Grey: AI-enabled robotics company offering automated fulfillment solutions for eCommerce, retail, and logistics customers using a mix of robotic picking, sorting, and ASRS technologies. Competes with Instock for enterprise eCommerce and retail fulfillment automation spend.
- Exotec: French robotics company offering the Skypod goods-to-person ASRS using autonomous robots that navigate vertically and horizontally. Exotec directly competes with Instock in compact, modular goods-to-person fulfillment automation for retail and eCommerce operators.
- Locus Robotics: Provider of autonomous mobile robots (AMRs) for warehouse picking alongside human workers, widely deployed by 3PLs and retailers. While Locus uses a different architecture (human-robot collaboration vs. goods-to-person), it competes for the same warehouse automation budgets as Instock.
- Symbotic: AI-enabled warehouse automation platform combining robots, software, and systems integration for large retail and grocery distribution centers. Symbotic is a direct competitor in the warehouse robotics space, though it focuses on larger-scale installations than Instock's micro-fulfillment sweet spot.
- AutoStore: The dominant cube-based ASRS vendor, offering a goods-to-person automated storage system sold to retailers and 3PLs worldwide. AutoStore is the most direct comparison to Instock's goods-to-person ASRS offering, competing head-to-head for the same eCommerce and retail fulfillment buyers.
Broad incumbents
- Ocado Group: UK-based automated grocery fulfillment and online retail technology provider with proprietary warehouse robotics and software sold globally to grocers. Ocado represents a broad incumbent in automated grocery and eCommerce fulfillment, competing for the same large enterprise customers that Instock targets.
Emerging players
- 6 River Systems (Shopify): Shopify-owned provider of collaborative warehouse robots that assist human pickers in fulfillment centers. While architecturally different from Instock, 6 River Systems competes for the same warehouse automation budget with mid-market and enterprise retail/3PL customers.
- Fabric (formerly CommonSense Robotics): Provider of automated micro-fulfillment centers for grocery and eCommerce, focused on dense urban areas. Fabric's micro-fulfillment focus directly overlaps with Instock's positioning and represents a comparable emerging competitor in the same niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Instock social profiles
Digital presenceInstock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Instock leadership team
Management profileNumber of profiles
Profiles6 records
Instock funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Instock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Instock
What does Instock do?
Instock provides a modular goods-to-person Automated Storage and Retrieval System (AS/RS) delivered exclusively via Robotics-as-a-Service (RaaS). The integrated system comprises four components: Incloud (cloud orchestration software), Grid (modular static structure), Bins (stackable inventory containers), and Robots (autonomous mobile robots operating in three dimensions on floors, walls, and ceilings). Customers select storage capacity (1,000–25,000 bins) and throughput capacity (200–1,600 bin-presentations per hour), billed quarterly with zero CAPEX, no vendor lock-ins, and included installation and maintenance.
Is Instock a public or private company?
Instock is a private company. It is classified as venture growth investor backed and is currently operating.
When was Instock founded?
Instock was founded in 2020. It employs 11 to 50 people.
Where is Instock based?
Instock is headquartered in Burlingame, United States, in the North America region.
How does Instock make money?
Two revenue lines are on record. Robotics-as-a-Service (RaaS) is the primary driver. The others are usage-Based Capacity.
Who are Instock's main competitors?
Direct peers on record are Geek+, Hai Robotics, Berkshire Grey, Exotec, Locus Robotics, Symbotic and AutoStore. Ocado Group is listed as a broad incumbent. Emerging players are 6 River Systems (Shopify) and Fabric (formerly CommonSense Robotics).
Does Instock have an API?
Yes. Instock API is REST-based with predictable resource URLs, accepts JSON in the HTTP body, returns JSON-encoded responses, and uses standard HTTP response codes. Authentication uses Bearer tokens. Available methods include Sites (GET list), Articles (POST upload, GET list/retrieve, PUT update), Orders (POST create, GET list/retrieve/update, POST advance, DELETE cancel), Ordertasks (GET retrieve), Inventory (GET list, POST retrieve multiple, PUT adjust, GET retrieve), and Moves (GET list/retrieve). The API supports cursor-based pagination with page_size between 10-1000. Bearer tokens are issued by Instock during onboarding. Developer documentation is at instock.com/en/docs/api.
What industry is Instock in?
Instock's product category is Warehouse Automation Robotics. Its primary akta.pro industry code is TLALADAL, Automated / Robotics-Enabled Fulfillment Centers (AS/RS, AMRs, Goods-to-Person). Its NAICS code is 493110 and its SIC code is 7373.