“We saw five years of growth in a matter of five weeks. Whereas personal safety might not have even made the Top 10 list of reasons to use Instacart before the pandemic, suddenly, this service that was previously embraced primarily for its convenience and time saving benefits was now being used to minimize the risk of contracting COVID-19 in crowded public environments.Īpoorva Mehta, Founder, Chairman, and former CEO at Instacart, shared with Forbes: Second, COVID-19 reordered the primary benefits/reasons for using Instacart this shift in the why of grocery delivery brought a wide range of new shoppers who might not have otherwise ever created an account. By 2012, when Instacart began, these technologies had created an environment in which online grocery ordering could finally come into its own.”
“Cloud computing and inexpensive smartphones emerged in the decade after the launch of the first-generation online grocery companies. As noted by IEEE Spectrum in their comprehensive The Algorithms that Make Instacart Roll:
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The timing being right was two-fold, and inextricably interwoven with the modern tech capabilities that make Instacart…well… work.įirst, the timing was right because the full suite of technological advances needed for grocery delivery to be a viable, successful option was finally in place. The fact that Instacart exploded in popularity over the past ~2 years is no mystery, mistake, or surprise the time was right, and they were ready for it. Elizabeth Marsten, Senior Director, Marketplace Services, Tinuiti What we have to do for the future is take a look at those connections, and understand how we’re going to account for them, because those are very valuable partners.” We’re either out of ice and beer, or we need the groceries for next week, or we can’t get to Costco. They’re not just browsing at this point some decisions have been made, some plans are happening. “They had to go to -very consciously, or open the app-the geography had to be selected, a store had to be selected, and then the user begins their journey. When your ad is first seen on Instacart, shoppers are already in the consideration stage:
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Browse through available stores to shop in your area using your zip code.
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Click the “Get Started” button, and provide an email address and password to create your account.
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Download the Instacart app to your smartphone or tablet, or visit on your computer.With its growing cross-channel shopper base, Instacart provides retailers an expanded audience of shoppers who would otherwise not purchase from their retailer-branded sites.”Ĭustomers can place an order through Instacart using their smartphone or computer, and an Instacart Shopper will shop for and deliver their items to their home, or prepare them for pickup at the store, often within a few hours, or less.Īs for what that process looks like for the customer from start to finish: Instacart’s shoppers are more affluent and spend more online than buyers from any other e-commerce retailer, according to NielsenIQ’s e-commerce data. “Even retailers that have invested in their own e-commerce platforms use Instacart to reach a wider shopper base. There is also an affluence benefit, as noted by NielsenIQ: Instacart’s well-established platform not only helps stores ‘bring their business online’ and/or expand their reach, but also handles the human labor element: facilitating the physical shopping for, and/or delivery of, those purchases through their network of Instacart Shoppers.
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