Shop Fetch, the in-store mobile grocery shopping app formally called Fetch Rewards, has surpassed ten million items scanned and purchased through their app, becoming the first app of its kind to reach that mark.

With the Shop Fetch app, shoppers scan items as they grocery shop, unlocking access to deals that automatically apply, showing shoppers how much they’re spending along the way, providing personalized dietary and nutritional information, and speeding up checkout.

Founder and CEO Wes Schroll is happy with how far they’ve come, but believes the milestone is more important for the industry and shoppers than it is for Fetch. “We’re happy to surpass ten million items purchased through Fetch, but the more important thing is proving that people want solutions like this, and that it can have a lasting impact,” Schroll said. “Without that proof, we wouldn’t have the opportunity to bring smarter shopping to so many more people in the years to come.”

Fetch currently has operations across the country as well as Puerto Rico. Fetch offers independent retailers a well tested solution that can have an immediate impact, in a time when the big players are investing heavily in building their own capabilities. “Amazon’s announcement of AmazonGo, and Walmart continuing to expand their in-store mobile capabilities is great for pushing the industry forward. But it’s equally important for the independent retailers to have access to a solution that can positively impact their business and their shoppers,” explained Schroll. Shop Fetch can be retrofitted to optimize existing stores, rather than needing to build new tech-enabled stores from the ground up. Read the full story here.