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Instacart

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uuid000008e

Namestring
Instacart
Legal namestring
Maplebear Inc.
Websiteurl
instacart.com
Company typeenum
Public
Founded yearint
2012
Descriptiontext

Instacart (legal entity Maplebear Inc.; NASDAQ: CART) operates the largest online grocery marketplace in North America, connecting consumers in more than 14,000 U.S. and Canadian cities to roughly 80,000 retail stores across 2,200+ banners — including Costco, Kroger, Publix, Sprouts, Save A Lot, Family Dollar, Dollar Tree, CVS, and Ace Hardware — with delivery and pickup fulfilled by contracted personal shoppers. The company was founded in 2012 by Apoorva Mehta, completed its IPO in 2023, and reported Q1 2026 revenue of $1.02 billion (+14% YoY), GTV of $10.29 billion (+13% YoY), and 91.2 million orders at a $113 average order value, with advertising and other revenue crossing $1 billion for full-year 2025.

The platform is a multi-engine architecture rather than a single consumer marketplace. Consumer revenue is generated through per-order delivery and service fees plus an optional Instacart+ subscription ($0 delivery on eligible orders). The enterprise layer includes Storefront Pro (white-label e-commerce powering 380+ grocery sites, now international with Costco in Spain and France), Fulfillment Pro (picking/delivery orchestration for retailer-owned fleets with megabatching, real-time route visibility, and in-app translation), and Connected Stores (Caper Cart AI-powered smart carts deployed across 100+ cities and 15 states with Kroger, Schnucks, Wakefern, and Weis Markets). Carrot Ads is an MRC-acclosed-loop retail media network spanning 240+ partners that generated more than $1 billion in 2025 advertising and other revenue, extended via Meta, Roku Curate (CTV), and Uber cross-platform CPG buying. The AI layer — consolidated in the June 2026 launch of Instacart Intelligence — combines 14+ years of grocery data (1.6 billion+ lifetime orders, 2 billion+ product items) with foundation models (notably Anthropic Claude) and computer vision to power Cart Assistant (deployed to ~25% of U.S. customers), agentic analytics, and in-store intelligence; the company also exposes fulfillment via the Instacart Developer Platform (IDP) and connectors inside Claude, ChatGPT, Gemini, and Samsung Bespoke AI Family Hub refrigerators.

Revenue is diversified across consumer marketplace fees, subscription, enterprise SaaS (Storefront Pro, Fulfillment Pro, Connected Stores), retail-media advertising, healthcare/government programs (Instacart Health / Fresh Funds via Teladoc Health, Vida Health, and the CHRA coalition targeting ~$10B in first-year CMS cooperative agreements), international wholesale via the May 2026 Instaleap acquisition (~30 countries, ~100 retailers, 100M+ transactions), and developer/API access. The shareholder return program was expanded to a $3.5 billion buyback authorization in Q1 2026 alongside a new $500 million revolving credit facility maturing in 2031. Notable risks include the FTC investigation and reported $60M fine tied to Eversight-era surveillance pricing, Maryland's HB 895 (effective Oct 1, 2026) banning discriminatory dynamic pricing in grocery, and the pending Instacart lawsuit against NYC's $22.13 delivery-driver minimum wage before the 2nd Circuit.

Short descriptiontext

Instacart operates North America's largest online grocery marketplace, connecting 1B+ products across 80,000 stores in 14,000 cities via a consumer app, retail-media network, enterprise SaaS (Storefront Pro, Fulfillment Pro), Connected Stores hardware, and AI platforms.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
1,001–5,000
akta.pro rankint
HeadquartersSan Francisco, United States
HQ citystring
San Francisco
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Offices4 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
online grocery marketplace, grocery delivery service, retail media network, same-day fulfillment, grocery e-commerce
Industry1 code
1Omnichannel Grocery Click-and-Collect & Delivery
CodeCRAFAFAFPrimaryYes
NAICS code1 code
  • General Merchandise Retailers455
SIC code1 code
  • Retail-Misc General Merchandise Stores5399
Product category
Online Grocery Marketplace
Social media profiles3 records
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model6 records
1Marketplace transaction / delivery & service fees
TypeTransaction Fee
Description

Core consumer marketplace revenue: delivery fees start at $3.99 for same-day orders over $35 (variable by item count, club store, and speed), plus service fees (subject to change based on location/cart contents) and pickup fees. Retailers set item prices; Instacart takes a take-rate on each transaction. Underlying Q1 2026 GTV reached $10.29B (13% YoY growth) with 91.2M orders and $113 average order value.

instacart.com
2Instacart+ Subscription
TypeSubscription Recurring
Description

Optional membership offering $0 delivery fees on eligible orders (grocery/retail $10+, Costco $35+, restaurants $25+). Service fees still apply. Drives engagement, frequency, and platform stickiness; cross-bundled with partners such as Peacock and Walmart+.

instacart.com
3Advertising (Carrot Ads / Instacart Ads)
TypeAdvertising
Description

Retail media network revenue from CPG brands and retailers buying sponsored placements (Recipe Ads, Inspiration Ads, Brand Takeovers, Immersive Feed). MRC-accredited across 240+ partner network. Generated more than $1B in ads and other revenue in 2025; Q1 2026 advertising revenue $286M (+16% YoY). Self-serve Ads Manager now extended to retailers with off-platform extensions via Meta and Roku Curate.

stocktitan.net
4Enterprise platform / SaaS (Storefront Pro, Fulfillment Pro, Connected Stores)
TypeSubscription Recurring
Description

B2B SaaS and enterprise services sold to retail banners — Storefront Pro (white-label e-commerce powering 380+ grocery sites), Fulfillment Pro (picking/delivery software for retailer-owned fleets), and Connected Stores hardware/services (Caper Carts, in-store intelligence). Identified by management as one of three growth "engines" alongside consumer marketplace and advertising.

theglobeandmail.com
5Platform / payment integrations and developer access
TypeTransaction Fee
Description

Revenue from API/developer access (Instacart Developer Platform / IDP), payment integrations (Cash App Pay, Afterpay), and commerce-platform integrations with AI assistants (OpenAI ChatGPT, Anthropic Claude, Google Gemini). Enables third-party apps to embed Instacart checkout.

pymnts.com
6Data-driven monetization (research, insights, A/B testing)
TypeData Monetisation
Description

Internal experiments show honesty about stockouts lifts spending ~5.8%; closed-loop measurement infrastructure monetizes purchase/behavior data via ad targeting (described as a key Carrot Ads value prop). OpenAI, Eversight-era, and Connected Stores data streams underpin advertising effectiveness.

businessmodelanalyst.com
Distribution channels13 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components6 values
Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Pricing details5 tiers
1Pay-per-order consumer delivery (no membership required)
ModelUsage-basedBilling cadencePay-as-you-go
Notes

Delivery fees start at $3.99 for same-day orders over $35; fees vary for one-hour deliveries, club store deliveries, and deliveries under $35. Pickup fees apply. Service fees vary by location and cart contents; alcohol orders carry a separate service fee. Users can also order from warehouse clubs (Costco, Sam's Club, BJ's) without a club membership. Costco non-members pay up to ~15% markup vs. in-store.

instacart.com
2Instacart+ membership
ModelSubscriptionBilling cadenceMonthly
Notes

Optional subscription providing $0 delivery fees on eligible orders: grocery and retail orders $10+, Costco orders $35+, restaurant orders $25+. Service fees still apply. Bundled with partners (Peacock, Walmart+). First-time user promotion: $0 delivery fee for first 3 orders (terms apply).

instacart.com
3Instacart Ads (Carrot Ads) — self-serve for brands and retailers
ModelOtherBilling cadencePay-as-you-go
Notes

Closed-loop, MRC-accredited retail media; spend-based pricing. Format mix includes Recipe Ads (reportedly 78% out-of-aisle impressions, 43% new-to-brand sales), Inspiration Ads, Brand Takeovers, and the new Immersive Feed vertical video. Self-serve Ads Manager now available to retailers as well as brands. Off-platform extensions via Meta.

supermarketnews.com
4Enterprise platform (Storefront Pro, Fulfillment Pro, Connected Stores)
ModelSubscriptionBilling cadenceMulti-year contract
Notes

Custom/quote-based enterprise contracts for retailers. Storefront Pro powers 380+ grocery e-commerce sites; Fulfillment Pro unifies picking/delivery for retailer-owned fleets; Connected Stores includes Caper Cart hardware deployment. Not publicly disclosed in source material.

theglobeandmail.com
5Instacart Health Fresh Funds (programmatic grocery stipends)
ModelOtherBilling cadencePay-as-you-go
Notes

Category-specific grocery stipends issued by healthcare partners (e.g., Teladoc Health, Vida Health) and government programs; used as incentives tied to clinical actions (e.g., blood glucose check-ins, smart scale weigh-ins). Pricing structure not disclosed in source.

teladochealth.com
GTM typeB2B and B2C
B2B and B2C
Offering typeDigital Commerce or Conte…
Digital Commerce or Content
Brand1 of 6 records shown
1Instacart+
Description

Instacart's premium membership program offering $0 delivery fees on eligible orders and other perks.

instacart.com
+5 more records
Core offering1 text field

Instacart operates the largest online grocery marketplace in North America, connecting consumers to 1 billion+ products across approximately 80,000 stores from 2,200+ retail banners in 14,000 cities. Shoppers place orders via web or mobile app; Instacart contracts personal shoppers to pick and deliver from local retailers, taking a take-rate on each transaction. Beyond the consumer marketplace, Instacart sells enterprise platforms (Storefront Pro, Fulfillment Pro, Carrot Ads retail media network, Caper Cart in-store hardware) to retailers and brands.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 10 values shown
  • Q1 2026 GTV $10.29B (+13% YoY) crossing $10B for the first time; revenue $1.02B (+14% YoY) crossing $1B for the first time
+9 more records
Product overview1 text field

Instacart operates as a multi-product platform-plus-modules architecture. The core consumer offering is the Instacart Marketplace, the largest online grocery marketplace in North America connecting 1 billion+ products across 80,000 stores. The Instacart+ membership extends the marketplace with $0 delivery fees. Instacart Business serves commercial customers with office food, snacks, and gifting. The enterprise layer comprises Storefront Pro (powering 380+ retailer e-commerce sites), Carrot Ads (retail media network with MRC accreditation across 240+ partners), Instacart Connect/Connected Stores (in-store tech including Caper Carts), and Fulfillment Pro (delivery and picking for retailer fleets). Instacart Health delivers nutrition programs via Fresh Funds integrated with healthcare partners. The Instacart Developer Platform (IDP) extends grocery fulfillment via API to apps like NYT Cooking, WeightWatchers, and GE Appliances. The AI layer is consolidated in Instacart Intelligence, which combines foundation models with 14+ years of grocery data to power Cart Assistant (agentic AI), in-store intelligence, and agentic analytics. Acquired technologies Eversight (AI pricing), Rosie (local retailer e-commerce), and Instaleap (international fulfillment) round out the portfolio.

Product and service10 records
1Instacart Marketplace
CategoryConsumer Marketplace
Description

Core online grocery marketplace connecting consumers to 1 billion+ products across 80,000 stores and 14,000 cities in the U.S. and Canada; delivery and pickup facilitated by personal shoppers/contractors on a take-rate model.

2Instacart+
CategoryMembership Program
Description

Optional membership offering $0 delivery fees on eligible orders (grocery/retail $10+, Costco $35+, restaurants $25+); bundled with partners like Peacock and Walmart+ to drive engagement and platform stickiness.

3Instacart Business
CategoryBusiness/Office Supplies
Description

B2B grocery and office supply channel at instacart.com/business covering office food, snacks, coffee shop supplies, employee gifting, and Will Call delivery for commercial customers.

4Instacart Ads (Carrot Ads)
CategoryRetail Media / Advertising
Description

MRC-accredited retail media network spanning 240+ partners; offers self-serve Ads Manager for brands and retailers, off-platform extensions via Meta, CTV via Roku Curate, and ad formats including Recipe Ads, Inspiration Ads, Brand Takeovers, and the Immersive Feed shoppable video surface. Generated $1B+ in 2025 ad revenue.

5Caper Cart
CategoryIn-store Hardware
Description

AI-powered smart shopping cart hardware equipped with basket-facing and outward-facing cameras, sensors, certified scales, touchscreens, and location tracking; identifies items, monitors movement, displays targeted ads, links to loyalty accounts, and offers real-time spend tracking. Deployed in 100+ cities across 15 states with Kroger, Schnucks, Wakefern, and Weis Markets.

6Instacart Connect (Connected Stores)
CategoryRetail Technology Platform
Description

Retail technology platform bundling in-store technology for grocery retailers, including Caper Carts and related Connected Stores hardware/software sold to enterprise grocery banners.

7Storefront Pro
CategoryEnterprise SaaS / E-commerce
Description

White-label e-commerce platform powering 380+ grocery retailer websites, including international Costco launches in Spain and France. Sells subscriptions and customization to grocery retail banners.

8Fulfillment Pro
CategoryEnterprise SaaS / Logistics
Description

Enterprise fulfillment platform consolidating picking, labor, and last-mile delivery into a single system for retailer-owned fleets. Features real-time route visibility, intelligent load optimization, megabatching (20+ orders per run), tote-based workflows, real-time Shopper chat, multi-runner curbside, and in-app translation.

9Instacart Developer Platform (IDP)
CategoryAPI Platform / Developer Tools
Description

Publicly available API program enabling third-party developers to integrate Instacart's grocery functionality, including catalog, cart-building, and same-day fulfillment from 85,000 stores across 1,500+ retail banners, into their own apps and websites. Launch partners include New York Times Cooking, WeightWatchers, and GE Appliances.

10Instacart Health
CategoryHealth/Nutrition Platform
Description

Health-focused offering delivering category-specific grocery stipends (Fresh Funds) for healthier food purchases, integrated with healthcare partners (Teladoc Health, Vida Health) and government/community programs. Reaches 98% of U.S. households including 95% in food deserts.

Scale indicator20 records

Each record includes

Type, Value, Description, Source

Partnership26 partners
Strategic tierMinorTypeGTM or Marketing PartnerAnnounced on2026-06-22
Description

Limited-time promo: $4 off a $20 purchase of Love Made Fresh products and Nudges treats using code BLUE1750 on Instacart (June 25 – July 17), tied to Blue Buffalo's America-250th-birthday / "1750 dog years" campaign featuring a dog-friendly fireworks show on YouTube.

Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2026-06-22
Description

First four brand partners piloting Instacart's new "Immersive Feed" shoppable vertical video ad surface (9:16, 5–30 sec). Pilot supports retail storefronts on Instacart; plans to expand to more partners and third-party sponsored creator content later in 2026. Builds on Instacart's existing 2024 Inspiration Ads suite.

Strategic tierCoreTypeTechnology or IntegrationAnnounced on2026-06-08
Description

Instacart added Cash App Pay and Afterpay at checkout through the Block/Cash App integration, expanding flexible payment options for Instacart shoppers. Follows last week's launch of the Cash App Wand physical NFC payment device.

Strategic tierCoreTypeChannel Partner/ Reseller/ DistributorAnnounced on2026-06-05
Description

Save A Lot's 2025 "A Lot of Good Report" announced expanded eCommerce partnerships with Uber Eats, DoorDash, Instacart, Evermore, and Forage to enable grocery delivery and SNAP EBT payments across hundreds of its ~650 store locations.

Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-06-04
Description

Nationwide partnership integrating Instacart Health Fresh Funds (category-specific grocery stipends) into Vida Health's virtual cardiometabolic care platform, connecting registered dietitians and obesity-medicine-certified physicians with Instacart's grocery delivery. Future phases will make dietitian-developed meal plans directly shoppable through Instacart Marketplace and explore employer-sponsored food benefits. Reaches 98% of U.S. households including 95% in food deserts.

Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2026-06-04
Description

Instacart and Weis Markets launched AI-powered Caper Carts at select Weis locations in Pennsylvania, extending the partnership that began when Weis joined the Instacart Marketplace in 2023. Smart carts feature real-time spend tracking, location-based digital coupons, loyalty account integration, basket-facing sensors, certified scales, and on-cart advertising. Early tests show ~1pp lift in basket size.

Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2026-06-02
Description

BMO's Blue Rewards loyalty program in Canada integrates Instacart digital commerce alongside Expedia-powered travel, Accor hotel brands (Fairmont, Novotel, SLS Hotels), and MTY Group restaurant chains. Represents BMO's transition away from AIR MILES-linked products to a centralized loyalty platform.

Strategic tierCoreTypeTechnology or IntegrationAnnounced on2026-05-28
Description

Uber-Instacart Carrot Ads integration enables cross-platform CPG buying between Uber Advertising and Instacart Ads. Together, DoorDash, Uber Eats, and Instacart Ads generated over $4 billion in combined annualized advertising revenue by 2025–2026. Uber's advertising business generated $2B+ in 2025.

9Anirban Kundu (CTO hire from Uber)
Strategic tierFlagshipTypeOthersAnnounced on2026-05-27
Description

Anirban Kundu, former top engineering executive at Uber, joined Instacart as Chief Technology Officer. Cited as Instacart's public-facing CTO spokesperson on the Anthropic Claude integration's technical complexity. CEO Dara Khosrowshahi replaced Kundu at Uber with Sachin Kansal as CPO and Praveen Naga as CTO. The CTO position at Uber had been vacant since October 2021.

m.economictimes.com
Strategic tierFlagshipTypeGTM or Marketing PartnerAnnounced on2026-05-20
Description

Airbnb integrated Instacart grocery delivery into the Airbnb app across 25+ U.S. cities. Guests receive $10 off a $50+ grocery purchase plus free delivery; select hosts can stock kitchens before guest arrival at no extra cost. Carts can be scheduled up to check-in and saved within Airbnb's Trips tab. Expansion tied to Airbnb's strategic move into a broader OTA-style travel platform ahead of FIFA World Cup 2026.

Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2026-05-19
Description

Hershey ran an interactive Connected TV campaign for Reese's on Roku integrating Instacart audience targeting and measurement during a major basketball tournament. The campaign won Instacart "Best Use of CTV/Online Video in Commerce Media" at The Drum Awards for Commerce Media 2026 and received commendations in CPG and Creative Integration of Content & Commerce categories.

Strategic tierCoreTypeTechnology or IntegrationAnnounced on2026-05-18
Description

Google expanded Gemini's third-party integrations to include Canva, Instacart, and OpenTable — letting users generate designs, add groceries, and manage restaurant reservations directly in the Gemini app. Coincides with Google I/O 2026 launch of Gemini Spark personal agent and the Universal Commerce Protocol.

Strategic tierCoreTypeChannel Partner/ Reseller/ DistributorAnnounced on2026-05-14
Description

Nationwide marketplace partnership bringing Ace Hardware products (tools, lawn/garden, grilling, home maintenance) to the Instacart Marketplace with delivery in as fast as 1 hour at no markup. Promo: $15 off $50 for new customers through June 30, 2026. Positioned as part of Instacart's expansion beyond grocery into home improvement retail alongside Lowe's and Home Depot.

Strategic tierCoreTypeTechnology or IntegrationAnnounced on2026-05-13
Description

Instacart partnered with Meta to extend ad campaigns beyond the Instacart platform. Instacart Ads Manager now offers off-platform capabilities enabling brands and retailers to reach consumers beyond Instacart while leveraging Instacart's high-intent reach and closed-loop measurement infrastructure.

15Collaborative for Healthy Rural America (CHRA)
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-05-12
Description

Instacart joined CHRA alongside Deloitte Consulting, Lumeris, Nuna, Teladoc Health, and Unite Us. CHRA supports state-led rural health transformation initiatives funded by ~$10B in first-year CMS cooperative agreements. Instacart integrates food delivery into coordinated care models focused on chronic disease prevention in underserved rural communities; states report Year 1 progress to CMS in October 2026.

prnewswire.com
Strategic tierMinorTypeChannel Partner/ Reseller/ DistributorAnnounced on2026-05-12
Description

1-800-Flowers expanded to third-party delivery platforms including Instacart, DoorDash, and Uber Eats as part of its e-commerce turnaround strategy amid an 11.6% revenue decline to $293M in fiscal Q3.

Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2026-05-09
Description

Instacart acquired Instaleap, a Colombia-founded fulfillment/retail tech platform operating in ~30 countries across Europe, Latin America, and the Middle East and serving ~100 major retailers with 100M+ transactions powered. Operates as wholly-owned subsidiary; Instacart plans to layer Storefront Pro, Carrot Ads, and FoodStorm onto Instaleap's customer base. Represents Instacart's most significant international move since its 2023 IPO.

Strategic tierMinorTypeGTM or Marketing PartnerAnnounced on2026-05-06
Description

#FlavorsofAAPI campaign for AAPI Heritage Month celebrating Asian American identity through flavor storytelling. Co-partners include Los Angeles Times Studios and America's Test Kitchen, with workplace celebrations across New York, Toronto, and San Francisco. Lee Kum Kee (founded 1888) produces 300+ Asian sauces/condiments in 100+ countries.

Strategic tierCoreTypeTechnology or IntegrationAnnounced on2026-05-03
Description

Samsung's Bespoke AI Family Hub refrigerator with Vision AI (powered by Google Gemini) recognizes food items, suggests recipes, and adds missing ingredients to Instacart shopping lists. AI-powered refrigerator starts at $2,799. Positioned as a key "agentic shopping" surface in the smart home.

Strategic tierFlagshipTypeTechnology or IntegrationAnnounced on2026-05-01
Description

Launch partners for the Instacart Developer Platform (IDP) — a publicly available API program giving third-party developers access to Instacart's grocery catalog, cart-building, and same-day fulfillment from 85,000 stores across 1,500+ retail banners. Partners integrate grocery functionality into food/health/wellness apps (NYT Cooking recipes, WeightWatchers programs, GE Appliances experiences).

Strategic tierFlagshipTypeStrategic or Co-development PartnerAnnounced on2026-04-30
Description

Instacart expanded Storefront Pro internationally with Costco launches in Spain and France. Costco's same-day delivery via Instacart is growing faster than digital overall in the U.S. Source notes Costco's executive membership expansion, online registration, and same-day delivery as key growth drivers.

Strategic tierCoreTypeChannel Partner/ Reseller/ DistributorAnnounced on2026-04-30
Description

Walmart, Instacart, FedEx, and Stord are competing to provide faster e-commerce delivery solutions to retailers; Walmart announced a "Prepaid Consolidation" supply chain feature. Walmart's Peacock/Instacart+/Walmart+ bundle also referenced as a partnership touchpoint.

Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-04-29
Description

Teladoc Health integrated its nutrition content and recipes directly into the Instacart platform. Members can add ingredients to their grocery cart and earn Instacart Health Fresh Funds incentives by completing health-related device checks (blood glucose readings, smart scale weigh-ins). Aims to address access barriers to healthy eating.

Strategic tierFlagshipTypeTechnology or IntegrationAnnounced on2026-04-27
Description

Per industry coverage, Instacart launched its grocery delivery service inside Anthropic's Claude chatbot — building on its existing ChatGPT integration from the prior year. Tech Radar reported ChatGPT keeps transactions within conversation while Claude routes via link. The integration leverages Instacart's data infrastructure (2,200+ retail banners, 2B+ product items) for real-time inventory and personalization.

Strategic tierCoreTypeTechnology or IntegrationAnnounced on2026-04-27
Description

Roku launched "Roku Curate" — bundles proprietary and third-party audience data with premium CTV inventory powered by Magnite SpringServe. Retail data partners include Instacart and Best Buy Ads for closed-loop attribution tied to real-world sales. Campaigns executed through Roku Curate count toward upfront commitments.

Strategic tierFlagshipTypeTechnology or IntegrationAnnounced on2026-04-24
Description

Instacart launched as a connector within Anthropic's Claude AI assistant, letting users build grocery carts via conversational text/voice prompts and sync carts to existing Instacart accounts. Claude CTO Anirban Kundu (formerly Uber, now Instacart CTO) highlighted the integration complexity. Part of Anthropic's expansion of 200+ Claude app connectors.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight8 records

Each record includes

Type, Description

Peers10 records
TypeDirect peer
Description

DoorDash is the largest U.S. on-demand delivery platform and a direct competitor in restaurant and grocery delivery. The DoorDash–Carrot Ads cross-platform integration and the $4B+ combined annualized ad revenue across DoorDash, Uber Eats, and Instacart Ads highlight how directly the two compete for share of consumer and CPG wallets.

TypeDirect peer
Description

Uber Eats is a direct grocery and restaurant delivery competitor, and Uber is both a Carrot Ads partner (cross-platform CPG buying) and the former employer of Instacart's new CTO Anirban Kundu. The two companies compete head-to-head for third-party delivery, restaurant, and grocery delivery volume.

TypeBroad incumbent
Description

Amazon is the largest player in U.S. online grocery and one of three companies that controls 78% of U.S. retail media alongside Instacart and Walmart. Prime Now, Amazon Fresh, and Whole Foods are direct marketplace and delivery competitors, and Amazon Ads is a broader incumbent in retail media.

TypeBroad incumbent
Description

Walmart is both a partner (offers delivery via Instacart, cross-bundled with Peacock and Walmart+) and a direct competitor with Walmart+ delivery, Spark Delivery, and Walmart Connect retail media. The three companies together hold 78% of the U.S. retail media category.

TypeDirect peer
Description

Shipt is a Target-owned same-day delivery service for groceries and household goods, the closest direct U.S. peer to Instacart in third-party grocery delivery. Shipt competes for retailers, shoppers, and the same household-essentials basket.

TypeBroad incumbent
Description

Kroger is a leading U.S. grocery banner that both uses Instacart's Caper Carts and competes with its own Boost membership, Ocado-powered fulfillment, and growing retail media business. Kroger's 2,200+ retail banner ecosystem sits at the heart of Instacart's distribution.

TypeEmerging player
Description

Olo is a public SaaS platform powering digital ordering and delivery for restaurant and grocery brands. It overlaps with Instacart's enterprise SaaS layer (Storefront Pro, Fulfillment Pro) as a digital commerce infrastructure provider to retail brands.

TypeDirect peer
Description

FreshDirect is a regional online grocery delivery service operating on the U.S. East Coast. It is a focused direct competitor in the same online grocery delivery category, though it lacks Instacart's national scale and advertising business.

TypeDirect peer
Description

Peapod is the online grocery delivery arm of Ahold Delhaize USA, a direct grocery delivery competitor in the U.S. market. It serves Stop & Shop, Giant, and Food Lion customers online and is comparable as a banner-owned grocery e-commerce and delivery operation.

TypeEmerging player
Description

Blue Apron is a U.S. meal-kit and prepared food company that overlaps with Instacart's recipe-to-cart and meal-planning offerings. While not a direct marketplace competitor, it competes for the same meal-occasion consumer wallet share that drives Instacart's average order value.

Market position
Strengths5 records

Each record includes

Headline, Details, Source

Weaknesses5 records

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Headline, Details, Source

Competitive moat8 records

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Type, Details

Key risks6 records

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Headline, Details, Source

Key highlights7 records

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Headline, Details, Source

Customer concentration

Classification, Details

Named customers5 records

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Name, Industry, Type, Use case, Source, UUID

Segment9 records

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Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile6 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
Yes

Docs URL, Description

Integration19 records

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Title, Type, Description, Source

AI capability15 records

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Type, Description, Source

AI maturity
App detail

Has app

Feature11 records

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Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles11 records

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Name, Designation, Designation category, Overview, Profile commentary, Source

Subsidiaries4 records

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Name, Acquired on, Relationship type, Type, Business focus

Compliance1 record

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Name, Class, Description

Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds19 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors42 records

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A10 records

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment1 record

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Instacart

Online Grocery Marketplaceinstacart.com

Instacart operates North America's largest online grocery marketplace, connecting 1B+ products across 80,000 stores in 14,000 cities via a consumer app, retail-media network, enterprise SaaS (Storefront Pro, Fulfillment Pro), Connected Stores hardware, and AI platforms.

What Instacart does

Instacart (legal entity Maplebear Inc.; NASDAQ: CART) operates the largest online grocery marketplace in North America, connecting consumers in more than 14,000 U.S. and Canadian cities to roughly 80,000 retail stores across 2,200+ banners — including Costco, Kroger, Publix, Sprouts, Save A Lot, Family Dollar, Dollar Tree, CVS, and Ace Hardware — with delivery and pickup fulfilled by contracted personal shoppers. The company was founded in 2012 by Apoorva Mehta, completed its IPO in 2023, and reported Q1 2026 revenue of $1.02 billion (+14% YoY), GTV of $10.29 billion (+13% YoY), and 91.2 million orders at a $113 average order value, with advertising and other revenue crossing $1 billion for full-year 2025.

The platform is a multi-engine architecture rather than a single consumer marketplace. Consumer revenue is generated through per-order delivery and service fees plus an optional Instacart+ subscription ($0 delivery on eligible orders). The enterprise layer includes Storefront Pro (white-label e-commerce powering 380+ grocery sites, now international with Costco in Spain and France), Fulfillment Pro (picking/delivery orchestration for retailer-owned fleets with megabatching, real-time route visibility, and in-app translation), and Connected Stores (Caper Cart AI-powered smart carts deployed across 100+ cities and 15 states with Kroger, Schnucks, Wakefern, and Weis Markets). Carrot Ads is an MRC-acclosed-loop retail media network spanning 240+ partners that generated more than $1 billion in 2025 advertising and other revenue, extended via Meta, Roku Curate (CTV), and Uber cross-platform CPG buying. The AI layer — consolidated in the June 2026 launch of Instacart Intelligence — combines 14+ years of grocery data (1.6 billion+ lifetime orders, 2 billion+ product items) with foundation models (notably Anthropic Claude) and computer vision to power Cart Assistant (deployed to ~25% of U.S. customers), agentic analytics, and in-store intelligence; the company also exposes fulfillment via the Instacart Developer Platform (IDP) and connectors inside Claude, ChatGPT, Gemini, and Samsung Bespoke AI Family Hub refrigerators.

Revenue is diversified across consumer marketplace fees, subscription, enterprise SaaS (Storefront Pro, Fulfillment Pro, Connected Stores), retail-media advertising, healthcare/government programs (Instacart Health / Fresh Funds via Teladoc Health, Vida Health, and the CHRA coalition targeting ~$10B in first-year CMS cooperative agreements), international wholesale via the May 2026 Instaleap acquisition (~30 countries, ~100 retailers, 100M+ transactions), and developer/API access. The shareholder return program was expanded to a $3.5 billion buyback authorization in Q1 2026 alongside a new $500 million revolving credit facility maturing in 2031. Notable risks include the FTC investigation and reported $60M fine tied to Eversight-era surveillance pricing, Maryland's HB 895 (effective Oct 1, 2026) banning discriminatory dynamic pricing in grocery, and the pending Instacart lawsuit against NYC's $22.13 delivery-driver minimum wage before the 2nd Circuit.

Instacart firmographics

Firmographics
Name
Instacart
Legal name
Maplebear Inc.
Website
https://instacart.com
Company type
Public
Founded year
2012
Operating status
Operating
Headcount range
1,001–5,000 employees
Short description
Instacart operates North America's largest online grocery marketplace, connecting 1B+ products across 80,000 stores in 14,000 cities via a consumer app, retail-media network, enterprise SaaS (Storefront Pro, Fulfillment Pro), Connected Stores hardware, and AI platforms.
Ownership category
akta.pro rank

Instacart industry classification

Industry
Product category
Online Grocery Marketplace
NAICS
General Merchandise Retailers (455)
SIC
Retail-Misc General Merchandise Stores (5399)
akta.pro primary industry
Omnichannel Grocery Click-and-Collect & Delivery (CRAFAFAF)

Keywords

  • Online grocery marketplace
  • Grocery delivery service
  • Retail media network
  • Same-day fulfillment
  • Grocery e-commerce

Where Instacart is headquartered

Location

Headquarters

HQ city
San Francisco
HQ country
United States
HQ region
North America

Offices4 records

Markets served

Instacart business model

Business model
GTM type
B2B and B2C
Offering type
Digital Commerce or Content
Cost components
Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

  1. Marketplace transaction / delivery & service fees: Core consumer marketplace revenue: delivery fees start at $3.99 for same-day orders over $35 (variable by item count, club store, and speed), plus service fees (subject to change based on location/cart contents) and pickup fees. Retailers set item prices; Instacart takes a take-rate on each transaction. Underlying Q1 2026 GTV reached $10.29B (13% YoY growth) with 91.2M orders and $113 average order value.
  2. Instacart+ Subscription: Optional membership offering $0 delivery fees on eligible orders (grocery/retail $10+, Costco $35+, restaurants $25+). Service fees still apply. Drives engagement, frequency, and platform stickiness; cross-bundled with partners such as Peacock and Walmart+.
  3. Advertising (Carrot Ads / Instacart Ads): Retail media network revenue from CPG brands and retailers buying sponsored placements (Recipe Ads, Inspiration Ads, Brand Takeovers, Immersive Feed). MRC-accredited across 240+ partner network. Generated more than $1B in ads and other revenue in 2025; Q1 2026 advertising revenue $286M (+16% YoY). Self-serve Ads Manager now extended to retailers with off-platform extensions via Meta and Roku Curate.
  4. Enterprise platform / SaaS (Storefront Pro, Fulfillment Pro, Connected Stores): B2B SaaS and enterprise services sold to retail banners — Storefront Pro (white-label e-commerce powering 380+ grocery sites), Fulfillment Pro (picking/delivery software for retailer-owned fleets), and Connected Stores hardware/services (Caper Carts, in-store intelligence). Identified by management as one of three growth "engines" alongside consumer marketplace and advertising.
  5. Platform / payment integrations and developer access: Revenue from API/developer access (Instacart Developer Platform / IDP), payment integrations (Cash App Pay, Afterpay), and commerce-platform integrations with AI assistants (OpenAI ChatGPT, Anthropic Claude, Google Gemini). Enables third-party apps to embed Instacart checkout.
  6. Data-driven monetization (research, insights, A/B testing): Internal experiments show honesty about stockouts lifts spending ~5.8%; closed-loop measurement infrastructure monetizes purchase/behavior data via ad targeting (described as a key Carrot Ads value prop). OpenAI, Eversight-era, and Connected Stores data streams underpin advertising effectiveness.

Pricing tiers

ModelBillingPrice
Usage-basedPay-as-you-goPay-per-order consumer delivery (no membership required)
SubscriptionMonthlyInstacart+ membership
OtherPay-as-you-goInstacart Ads (Carrot Ads) — self-serve for brands and retailers
SubscriptionMulti-year contractEnterprise platform (Storefront Pro, Fulfillment Pro, Connected Stores)
OtherPay-as-you-goInstacart Health Fresh Funds (programmatic grocery stipends)

Go-to-market motion1 record

Distribution channels13 records

Instacart product offering

Product offering

Core offering

Instacart operates the largest online grocery marketplace in North America, connecting consumers to 1 billion+ products across approximately 80,000 stores from 2,200+ retail banners in 14,000 cities. Shoppers place orders via web or mobile app; Instacart contracts personal shoppers to pick and deliver from local retailers, taking a take-rate on each transaction. Beyond the consumer marketplace, Instacart sells enterprise platforms (Storefront Pro, Fulfillment Pro, Carrot Ads retail media network, Caper Cart in-store hardware) to retailers and brands.

Product overview

Instacart operates as a multi-product platform-plus-modules architecture. The core consumer offering is the Instacart Marketplace, the largest online grocery marketplace in North America connecting 1 billion+ products across 80,000 stores. The Instacart+ membership extends the marketplace with $0 delivery fees. Instacart Business serves commercial customers with office food, snacks, and gifting. The enterprise layer comprises Storefront Pro (powering 380+ retailer e-commerce sites), Carrot Ads (retail media network with MRC accreditation across 240+ partners), Instacart Connect/Connected Stores (in-store tech including Caper Carts), and Fulfillment Pro (delivery and picking for retailer fleets). Instacart Health delivers nutrition programs via Fresh Funds integrated with healthcare partners. The Instacart Developer Platform (IDP) extends grocery fulfillment via API to apps like NYT Cooking, WeightWatchers, and GE Appliances. The AI layer is consolidated in Instacart Intelligence, which combines foundation models with 14+ years of grocery data to power Cart Assistant (agentic AI), in-store intelligence, and agentic analytics. Acquired technologies Eversight (AI pricing), Rosie (local retailer e-commerce), and Instaleap (international fulfillment) round out the portfolio.

Differentiator

Problem solved

Functional benefit

Brands

  • Instacart+: Instacart's premium membership program offering $0 delivery fees on eligible orders and other perks.
  • Instacart Business
  • Instacart Health
  • Carrot Ads (Instacart Ads)
  • Caper Cart
  • Fresh Funds

Products and services

  • Instacart Marketplace Core online grocery marketplace connecting consumers to 1 billion+ products across 80,000 stores and 14,000 cities in the U.S. and Canada; delivery and pickup facilitated by personal shoppers/contractors on a take-rate model.
  • Instacart+ Optional membership offering $0 delivery fees on eligible orders (grocery/retail $10+, Costco $35+, restaurants $25+); bundled with partners like Peacock and Walmart+ to drive engagement and platform stickiness.
  • Instacart Business B2B grocery and office supply channel at instacart.com/business covering office food, snacks, coffee shop supplies, employee gifting, and Will Call delivery for commercial customers.
  • Instacart Ads (Carrot Ads) MRC-accredited retail media network spanning 240+ partners; offers self-serve Ads Manager for brands and retailers, off-platform extensions via Meta, CTV via Roku Curate, and ad formats including Recipe Ads, Inspiration Ads, Brand Takeovers, and the Immersive Feed shoppable video surface. Generated $1B+ in 2025 ad revenue.
  • Caper Cart AI-powered smart shopping cart hardware equipped with basket-facing and outward-facing cameras, sensors, certified scales, touchscreens, and location tracking; identifies items, monitors movement, displays targeted ads, links to loyalty accounts, and offers real-time spend tracking. Deployed in 100+ cities across 15 states with Kroger, Schnucks, Wakefern, and Weis Markets.
  • Instacart Connect (Connected Stores) Retail technology platform bundling in-store technology for grocery retailers, including Caper Carts and related Connected Stores hardware/software sold to enterprise grocery banners.
  • Storefront Pro White-label e-commerce platform powering 380+ grocery retailer websites, including international Costco launches in Spain and France. Sells subscriptions and customization to grocery retail banners.
  • Fulfillment Pro Enterprise fulfillment platform consolidating picking, labor, and last-mile delivery into a single system for retailer-owned fleets. Features real-time route visibility, intelligent load optimization, megabatching (20+ orders per run), tote-based workflows, real-time Shopper chat, multi-runner curbside, and in-app translation.
  • Instacart Developer Platform (IDP) Publicly available API program enabling third-party developers to integrate Instacart's grocery functionality, including catalog, cart-building, and same-day fulfillment from 85,000 stores across 1,500+ retail banners, into their own apps and websites. Launch partners include New York Times Cooking, WeightWatchers, and GE Appliances.
  • Instacart Health Health-focused offering delivering category-specific grocery stipends (Fresh Funds) for healthier food purchases, integrated with healthcare partners (Teladoc Health, Vida Health) and government/community programs. Reaches 98% of U.S. households including 95% in food deserts.

Quantifiable outcome

  • Q1 2026 GTV $10.29B (+13% YoY) crossing $10B for the first time; revenue $1.02B (+14% YoY) crossing $1B for the first time
  • +9 more outcomes

Companies that use Instacart

Customer profile

Named customers5 records

Segments9 records

Ideal customer profiles6 records

Instacart technology and API

Technology

Technology focussed Yes

API detail

Has API
Yes
API docs
API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability15 records

Feature11 records

Instacart partnerships and signals

Strategic signal

Partnerships

26 partnerships are on record, tiered minor, core and flagship.

  • Blue Buffalo (General Mills)minorGTM or Marketing Partner · 22 June 2026Limited-time promo: $4 off a $20 purchase of Love Made Fresh products and Nudges treats using code BLUE1750 on Instacart (June 25 – July 17), tied to Blue Buffalo's America-250th-birthday / "1750 dog years" campaign featuring a dog-friendly fireworks show on YouTube.
  • Hellmann's, Kettle & Fire, Rachael Ray Nutrish, Siete Foods (Immersive Feed pilot)coreGTM or Marketing Partner · 22 June 2026First four brand partners piloting Instacart's new "Immersive Feed" shoppable vertical video ad surface (9:16, 5–30 sec). Pilot supports retail storefronts on Instacart; plans to expand to more partners and third-party sponsored creator content later in 2026. Builds on Instacart's existing 2024 Inspiration Ads suite.
  • Cash App (Block, Inc.)coreTechnology or Integration · 8 June 2026Instacart added Cash App Pay and Afterpay at checkout through the Block/Cash App integration, expanding flexible payment options for Instacart shoppers. Follows last week's launch of the Cash App Wand physical NFC payment device.
  • Save A LotcoreChannel Partner/ Reseller/ Distributor · 5 June 2026Save A Lot's 2025 "A Lot of Good Report" announced expanded eCommerce partnerships with Uber Eats, DoorDash, Instacart, Evermore, and Forage to enable grocery delivery and SNAP EBT payments across hundreds of its ~650 store locations.
  • Vida HealthcoreStrategic or Co-development Partner · 4 June 2026Nationwide partnership integrating Instacart Health Fresh Funds (category-specific grocery stipends) into Vida Health's virtual cardiometabolic care platform, connecting registered dietitians and obesity-medicine-certified physicians with Instacart's grocery delivery. Future phases will make dietitian-developed meal plans directly shoppable through Instacart Marketplace and explore employer-sponsored food benefits. Reaches 98% of U.S. households including 95% in food deserts.
  • Weis MarketsflagshipStrategic or Co-development Partner · 4 June 2026Instacart and Weis Markets launched AI-powered Caper Carts at select Weis locations in Pennsylvania, extending the partnership that began when Weis joined the Instacart Marketplace in 2023. Smart carts feature real-time spend tracking, location-based digital coupons, loyalty account integration, basket-facing sensors, certified scales, and on-cart advertising. Early tests show ~1pp lift in basket size.
  • BMO (Bank of Montreal)coreGTM or Marketing Partner · 2 June 2026BMO's Blue Rewards loyalty program in Canada integrates Instacart digital commerce alongside Expedia-powered travel, Accor hotel brands (Fairmont, Novotel, SLS Hotels), and MTY Group restaurant chains. Represents BMO's transition away from AIR MILES-linked products to a centralized loyalty platform.
  • Uber (Carrot Ads integration)coreTechnology or Integration · 28 May 2026Uber-Instacart Carrot Ads integration enables cross-platform CPG buying between Uber Advertising and Instacart Ads. Together, DoorDash, Uber Eats, and Instacart Ads generated over $4 billion in combined annualized advertising revenue by 2025–2026. Uber's advertising business generated $2B+ in 2025.
  • Anirban Kundu (CTO hire from Uber)flagshipOthers · 27 May 2026Anirban Kundu, former top engineering executive at Uber, joined Instacart as Chief Technology Officer. Cited as Instacart's public-facing CTO spokesperson on the Anthropic Claude integration's technical complexity. CEO Dara Khosrowshahi replaced Kundu at Uber with Sachin Kansal as CPO and Praveen Naga as CTO. The CTO position at Uber had been vacant since October 2021.
  • AirbnbflagshipGTM or Marketing Partner · 20 May 2026Airbnb integrated Instacart grocery delivery into the Airbnb app across 25+ U.S. cities. Guests receive $10 off a $50+ grocery purchase plus free delivery; select hosts can stock kitchens before guest arrival at no extra cost. Carts can be scheduled up to check-in and saved within Airbnb's Trips tab. Expansion tied to Airbnb's strategic move into a broader OTA-style travel platform ahead of FIFA World Cup 2026.
  • The Hershey Company / RokucoreGTM or Marketing Partner · 19 May 2026Hershey ran an interactive Connected TV campaign for Reese's on Roku integrating Instacart audience targeting and measurement during a major basketball tournament. The campaign won Instacart "Best Use of CTV/Online Video in Commerce Media" at The Drum Awards for Commerce Media 2026 and received commendations in CPG and Creative Integration of Content & Commerce categories.
  • Google (Gemini)coreTechnology or Integration · 18 May 2026Google expanded Gemini's third-party integrations to include Canva, Instacart, and OpenTable — letting users generate designs, add groceries, and manage restaurant reservations directly in the Gemini app. Coincides with Google I/O 2026 launch of Gemini Spark personal agent and the Universal Commerce Protocol.
  • Ace HardwarecoreChannel Partner/ Reseller/ Distributor · 14 May 2026Nationwide marketplace partnership bringing Ace Hardware products (tools, lawn/garden, grilling, home maintenance) to the Instacart Marketplace with delivery in as fast as 1 hour at no markup. Promo: $15 off $50 for new customers through June 30, 2026. Positioned as part of Instacart's expansion beyond grocery into home improvement retail alongside Lowe's and Home Depot.
  • MetacoreTechnology or Integration · 13 May 2026Instacart partnered with Meta to extend ad campaigns beyond the Instacart platform. Instacart Ads Manager now offers off-platform capabilities enabling brands and retailers to reach consumers beyond Instacart while leveraging Instacart's high-intent reach and closed-loop measurement infrastructure.
  • Collaborative for Healthy Rural America (CHRA)coreStrategic or Co-development Partner · 12 May 2026Instacart joined CHRA alongside Deloitte Consulting, Lumeris, Nuna, Teladoc Health, and Unite Us. CHRA supports state-led rural health transformation initiatives funded by ~$10B in first-year CMS cooperative agreements. Instacart integrates food delivery into coordinated care models focused on chronic disease prevention in underserved rural communities; states report Year 1 progress to CMS in October 2026.
  • 1-800-Flowers.comminorChannel Partner/ Reseller/ Distributor · 12 May 20261-800-Flowers expanded to third-party delivery platforms including Instacart, DoorDash, and Uber Eats as part of its e-commerce turnaround strategy amid an 11.6% revenue decline to $293M in fiscal Q3.
  • InstaleapflagshipStrategic or Co-development Partner · 9 May 2026Instacart acquired Instaleap, a Colombia-founded fulfillment/retail tech platform operating in ~30 countries across Europe, Latin America, and the Middle East and serving ~100 major retailers with 100M+ transactions powered. Operates as wholly-owned subsidiary; Instacart plans to layer Storefront Pro, Carrot Ads, and FoodStorm onto Instaleap's customer base. Represents Instacart's most significant international move since its 2023 IPO.
  • Lee Kum KeeminorGTM or Marketing Partner · 6 May 2026#FlavorsofAAPI campaign for AAPI Heritage Month celebrating Asian American identity through flavor storytelling. Co-partners include Los Angeles Times Studios and America's Test Kitchen, with workplace celebrations across New York, Toronto, and San Francisco. Lee Kum Kee (founded 1888) produces 300+ Asian sauces/condiments in 100+ countries.
  • Samsung (Bespoke AI Family Hub refrigerator)coreTechnology or Integration · 3 May 2026Samsung's Bespoke AI Family Hub refrigerator with Vision AI (powered by Google Gemini) recognizes food items, suggests recipes, and adds missing ingredients to Instacart shopping lists. AI-powered refrigerator starts at $2,799. Positioned as a key "agentic shopping" surface in the smart home.
  • New York Times Cooking, WeightWatchers, GE Appliances (IDP launch partners)flagshipTechnology or Integration · 1 May 2026Launch partners for the Instacart Developer Platform (IDP) — a publicly available API program giving third-party developers access to Instacart's grocery catalog, cart-building, and same-day fulfillment from 85,000 stores across 1,500+ retail banners. Partners integrate grocery functionality into food/health/wellness apps (NYT Cooking recipes, WeightWatchers programs, GE Appliances experiences).
  • Costco (international Storefront Pro launch)flagshipStrategic or Co-development Partner · 30 April 2026Instacart expanded Storefront Pro internationally with Costco launches in Spain and France. Costco's same-day delivery via Instacart is growing faster than digital overall in the U.S. Source notes Costco's executive membership expansion, online registration, and same-day delivery as key growth drivers.
  • Walmart (Instacart delivery partnership referenced)coreChannel Partner/ Reseller/ Distributor · 30 April 2026Walmart, Instacart, FedEx, and Stord are competing to provide faster e-commerce delivery solutions to retailers; Walmart announced a "Prepaid Consolidation" supply chain feature. Walmart's Peacock/Instacart+/Walmart+ bundle also referenced as a partnership touchpoint.
  • Teladoc HealthcoreStrategic or Co-development Partner · 29 April 2026Teladoc Health integrated its nutrition content and recipes directly into the Instacart platform. Members can add ingredients to their grocery cart and earn Instacart Health Fresh Funds incentives by completing health-related device checks (blood glucose readings, smart scale weigh-ins). Aims to address access barriers to healthy eating.
  • OpenAI (ChatGPT)flagshipTechnology or Integration · 27 April 2026Per industry coverage, Instacart launched its grocery delivery service inside Anthropic's Claude chatbot — building on its existing ChatGPT integration from the prior year. Tech Radar reported ChatGPT keeps transactions within conversation while Claude routes via link. The integration leverages Instacart's data infrastructure (2,200+ retail banners, 2B+ product items) for real-time inventory and personalization.
  • Best Buy (Roku Curate data partnership)coreTechnology or Integration · 27 April 2026Roku launched "Roku Curate" — bundles proprietary and third-party audience data with premium CTV inventory powered by Magnite SpringServe. Retail data partners include Instacart and Best Buy Ads for closed-loop attribution tied to real-world sales. Campaigns executed through Roku Curate count toward upfront commitments.
  • Anthropic (Claude AI)flagshipTechnology or Integration · 24 April 2026Instacart launched as a connector within Anthropic's Claude AI assistant, letting users build grocery carts via conversational text/voice prompts and sync carts to existing Instacart accounts. Claude CTO Anirban Kundu (formerly Uber, now Instacart CTO) highlighted the integration complexity. Part of Anthropic's expansion of 200+ Claude app connectors.

Scale indicators20 records

Recent moves6 records

Expansion highlights8 records

Instacart competitors and assessment

Company assessment

Direct peers

  • DoorDash: DoorDash is the largest U.S. on-demand delivery platform and a direct competitor in restaurant and grocery delivery. The DoorDash–Carrot Ads cross-platform integration and the $4B+ combined annualized ad revenue across DoorDash, Uber Eats, and Instacart Ads highlight how directly the two compete for share of consumer and CPG wallets.
  • Uber (Uber Eats): Uber Eats is a direct grocery and restaurant delivery competitor, and Uber is both a Carrot Ads partner (cross-platform CPG buying) and the former employer of Instacart's new CTO Anirban Kundu. The two companies compete head-to-head for third-party delivery, restaurant, and grocery delivery volume.
  • Shipt (Target): Shipt is a Target-owned same-day delivery service for groceries and household goods, the closest direct U.S. peer to Instacart in third-party grocery delivery. Shipt competes for retailers, shoppers, and the same household-essentials basket.
  • FreshDirect: FreshDirect is a regional online grocery delivery service operating on the U.S. East Coast. It is a focused direct competitor in the same online grocery delivery category, though it lacks Instacart's national scale and advertising business.
  • Peapod (Ahold Delhaize): Peapod is the online grocery delivery arm of Ahold Delhaize USA, a direct grocery delivery competitor in the U.S. market. It serves Stop & Shop, Giant, and Food Lion customers online and is comparable as a banner-owned grocery e-commerce and delivery operation.

Broad incumbents

  • Amazon (Fresh, Whole Foods, Prime Now): Amazon is the largest player in U.S. online grocery and one of three companies that controls 78% of U.S. retail media alongside Instacart and Walmart. Prime Now, Amazon Fresh, and Whole Foods are direct marketplace and delivery competitors, and Amazon Ads is a broader incumbent in retail media.
  • Walmart (Walmart+, Spark Delivery): Walmart is both a partner (offers delivery via Instacart, cross-bundled with Peacock and Walmart+) and a direct competitor with Walmart+ delivery, Spark Delivery, and Walmart Connect retail media. The three companies together hold 78% of the U.S. retail media category.
  • Kroger (Boost membership, Ocado partnership): Kroger is a leading U.S. grocery banner that both uses Instacart's Caper Carts and competes with its own Boost membership, Ocado-powered fulfillment, and growing retail media business. Kroger's 2,200+ retail banner ecosystem sits at the heart of Instacart's distribution.

Emerging players

  • Olo: Olo is a public SaaS platform powering digital ordering and delivery for restaurant and grocery brands. It overlaps with Instacart's enterprise SaaS layer (Storefront Pro, Fulfillment Pro) as a digital commerce infrastructure provider to retail brands.
  • Blue Apron: Blue Apron is a U.S. meal-kit and prepared food company that overlaps with Instacart's recipe-to-cart and meal-planning offerings. While not a direct marketplace competitor, it competes for the same meal-occasion consumer wallet share that drives Instacart's average order value.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat8 records

Key risks6 records

Key highlights7 records

Customer concentration

Instacart social profiles

Digital presence

Instacart compliance and trust

Trust signal

Compliance1 record

Instacart financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Instacart leadership team

Management profile

Number of profiles

Profiles11 records

Instacart subsidiaries and ownership

Company hierarchy

Subsidiaries4 records

Instacart funding detail

Funding detail

Funding overview

Funding rounds19 records

Investors42 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Instacart M&A and investment

M&A and investment

M&A10 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Instacart

What does Instacart do?

Instacart operates the largest online grocery marketplace in North America, connecting consumers to 1 billion+ products across approximately 80,000 stores from 2,200+ retail banners in 14,000 cities. Shoppers place orders via web or mobile app; Instacart contracts personal shoppers to pick and deliver from local retailers, taking a take-rate on each transaction. Beyond the consumer marketplace, Instacart sells enterprise platforms (Storefront Pro, Fulfillment Pro, Carrot Ads retail media network, Caper Cart in-store hardware) to retailers and brands.

Is Instacart a public or private company?

Instacart is a public company. It is classified as public and is currently operating.

When was Instacart founded?

Instacart was founded in 2012. It employs 1,001 to 5,000 people.

Where is Instacart based?

Instacart is headquartered in San Francisco, United States, in the North America region.

How does Instacart make money?

Six revenue lines are on record. Marketplace transaction / delivery & service fees are the primary driver. The others are instacart+ Subscription, advertising (Carrot Ads / Instacart Ads), enterprise platform / SaaS (Storefront Pro, Fulfillment Pro, Connected Stores), platform / payment integrations and developer access and data-driven monetization (research, insights, A/B testing).

Who are Instacart's main competitors?

Direct peers on record are DoorDash, Uber (Uber Eats), Shipt (Target), FreshDirect and Peapod (Ahold Delhaize). Broad incumbents are Amazon (Fresh, Whole Foods, Prime Now), Walmart (Walmart+, Spark Delivery) and Kroger (Boost membership, Ocado partnership). Emerging players are Olo and Blue Apron.

Does Instacart have an API?

Yes. The Instacart Developer Platform (IDP) is a publicly available API program that enables third-party developers to integrate Instacart's grocery functionality—including same-day fulfillment from 85,000 stores across more than 1,500 retail banners—into their apps and websites for food, health, and wellness experiences. The platform gives developers access to Instacart's catalog, cart-building, and fulfillment tools, allowing consumers to order groceries directly from meal planning, cooking, and health apps. Launch partners include New York Times Cooking, WeightWatchers, and GE Appliances. Developer documentation is at docs.instacart.com/connect.

What industry is Instacart in?

Instacart's product category is Online Grocery Marketplace. Its primary akta.pro industry code is CRAFAFAF, Omnichannel Grocery Click-and-Collect & Delivery. Its NAICS code is 455 and its SIC code is 5399.

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YahooThe Most Popular Halloween Candy in Each State, According to New DataInstacart analyzed 2025 Halloween candy sales, ranking Reese's Peanut Butter Cups as the top candy by ounces sold, leading in 40 states. State-by-state data shows Sour Patch Kids in six states and Tootsie Pops in five, with other candies like Skittles and Kit Kat also appearing.Ticker ReportTop Grocery Stocks To Follow Today – October 6thMarketBeat's stock screener identified seven grocery stocks—Casey's, Conagra, CAVA, Maplebear, BJ's, Albertsons, and Brixmor—as having the highest dollar trading volume in recent days. The list includes supermarket chains, convenience stores, and grocery-focused retailers, with investors viewing them as defensive investments.iPhone in CanadaSkip and Instacart Team Up to Expand Delivery Options Across CanadaSkip and Instacart launched a partnership in Canada on October 6, integrating Instacart's grocery and retail marketplace into the Skip app. Skip users can shop from over 130 Instacart retailers, while Instacart users can order from Skip's 50,000+ restaurants. Skip+ members get free delivery on Instacart-powered orders, and Skip offers 40% off eligible orders.Progressive GrocerInstacart Joins Forces with Skip to Widen Its Network in CanadaInstacart and Skip partnered in Canada to cross-list each other's restaurants and retailers. Skip users can now shop Instacart's grocery from over 130 banners, while Instacart users can order from more than 50,000 restaurants via Skip.Financial PostSkip and Instacart Join Forces, Providing Canadians With More Stores, More Stuff, and More to SkipSkip and Instacart announced a partnership that lets Skip customers access Instacart's grocery and retail marketplace and Instacart customers access Skip's 50,000+ restaurant partners. Skip+ members get $0 delivery fees on Instacart-powered grocery orders, and Skip offers 40% off Instacart orders of $35 or more. The collaboration aims to give Canadians more choice across grocery, retail, and restaurants.FinancialContent Business PageWhy Instacart (CART) Stock Is Trading Up TodayInstacart shares rose 3.7% after Wells Fargo raised its price target to $56 from $54, while Raymond James kept an Outperform rating at $55. The stock closed at $45.67, up 3.2%, and remains 11.8% below its 52-week high.Investing.comWells Fargo raises Instacart stock price target on strong ad growthWells Fargo raised its Instacart price target to $56 from $54, maintaining an Equal Weight rating. The firm forecasts Q4 2026 EBITDA of $350-370 million and GTV of $10.95-11.2 billion, both above consensus. The target implies 27% upside from the current $44.25 price.Investing.comRaymond James reiterates Instacart stock rating on agentic featuresRaymond James reiterated an Outperform rating and $55 price target on Instacart, citing its embedded agentic features like Clementine and Cart Assistant. The target implies upside from the current $44.25 price, and the firm noted Instacart's 73% gross profit margins. It would continue buying on the recent pullback.American Banking and Market NewsPromising Grocery Stocks To Follow Today – October 2ndMarketBeat's stock screener identified seven grocery stocks—Casey's, Conagra, BJ's, CAVA, Brixmor, Maplebear, and Albertsons—as having the highest dollar trading volume in recent days. The companies span convenience stores, packaged goods, warehouse clubs, online delivery, and grocery-anchored shopping centers.Defense WorldPromising Grocery Stocks To Follow Today – October 2ndMarketBeat's stock screener identified seven grocery stocks—Casey's, Conagra, BJ's, CAVA, Brixmor, Maplebear, and Albertsons—as having the highest dollar trading volume in recent days. The companies span convenience stores, packaged goods, warehouse clubs, online delivery, and grocery-anchored shopping centers.