Reports: Instacart launches in Boston

NEW YORK — A company that helps people shop for groceries is expanding into another city after a successful run in two others, according to published reports.

TechCrunch reported that Instacart had launched in Boston. The company already operates in the San Francisco Bay Area and Chicago, and it plans to serve the entire Boston area in the next few months.

The company allows customers to use personal shoppers to buy groceries at stores like Whole Foods and Costco. It's planning further expansions for 2014 and expects to be in 10 markets by the end of the year, according to TechCrunch.