In this article, we examine what a best-in-class Featured Product strategy for advertising on Instacart marketplace looks like. Then we’ll provide some steps you can take right now to optimize your Featured Product campaigns.

When thinking about advertising on Instacart, it is important to recognize the differences between how consumers shop for groceries online and in-person. When consumers visit the grocery store they need to walk up and down the aisles to find the products they’re looking for. This means sight-lines, shelf position, packaging, among many other factors influence which products end up in the basket.

Shopping for groceries online…


In this article we examine how consumers are shopping on Instacart, how this differs from other ecommerce habits, and what brands and advertisers need to know to succeed on the platform. We’ll share some measurements to illustrate the non-linear consumer journey before making recommendations that brands and advertisers can take today to better drive conversion on the Instacart marketplace.

Online grocery baskets are just as full

When consumers shop from their favorite grocery retailers on Instacart marketplace, they are replicating in person ‘shopping missions’. We can see this behavior by looking at the range of items in their carts.

The purpose of each online shopping mission varies…


In this article we go over some of the data and insights shared by Brian Gillis, director of CPG Insights, during our last webinar and offer a sneak peek into June’s webinar on ‘path to cart’ data.

The webinar started with a review of Instacart’s rich and diverse data source which forms the basis for the analysis that Brian’s team performs. With access to millions of orders over time from over 600 retail partners, across 45,000 stores, involving millions of households, Instacart aggregates and anonymises a vast amount of data into a tremendously valuable data set. …


Our newly expanded Click Credit program offers a $100 credit towards the cost of a new advertising campaign, open to brands who have not yet advertised on Instacart.

Instacart Ads uses a cost-per-click (CPC) pricing model, so advertisers only pay when consumers click on one of their Featured Products ads. This program credits eligible advertiser accounts with $100 dollars’ worth of clicks.

Does it work?

The short but emphatic answer is yes! …


In our News & New Releases series we’ll be sharing information about product releases and new features built by the Instacart Ads team, as well as any ads product news that might be of interest to our brand partners.

In this article, we look at a new self-service tool brands can use to edit and update their product content on the Instacart marketplace: Library Manager. We’ll describe what it’s used for, how it works, and the benefits it provides brands.

Introducing Library Manager

Library Manager is a new self-service tool that gives brands direct control of their product content quality…


To our shopper community,

As we reflect on the past year, I want to express my gratitude for the essential role you’ve played during such an important time. The Instacart shopper community has been a lifeline to millions of households across North America, and we’re grateful for your unwavering commitment.

Today, we’re launching a new campaign, Beyond the Cart: A Year of Essential Stories, in recognition of the shopper community. As a part of this effort, we’re celebrating shoppers everywhere by featuring the lives, backgrounds and stories of one heroic Instacart shopper in all 50 U.S. states and every Canadian…


As we approach nearly a year of the global reckoning on anti-Blackness and systemic racism in our society, Instacart will continue to be an advocate for the Black community and drive systemic change in what we can impact and own within our company and the communities we serve.

Today, we’re proud to share how we’re prioritizing our Diversity, Equity, and Belonging efforts as we focus on workforce equity, workplace belonging, responsible citizenship, and product inclusion. To learn more, read the blog below from Instacart Founder and CEO Apoorva Mehta.

To our Instacart community,

Last year, there was a national reckoning…


Instacart Ads Consumer Insights Webinars is a planned series of recurring webinars intended for our brand partners and manufacturers in the CPG industry. In it we will present and discuss interesting insights and analysis on a variety of trends and topics pulled from Instacart’s unique data set.

We’ll be launching the recurring webinar series with our first live event in May featuring a presentation from Instacart’s Director of CPG Insights, Brian Gillis. Brian brings a unique perspective formed over 25 years experience working for large CPGs and data science firms to the topic of consumer insights and trends.

In this…


Instacart has a wealth of anonymized and aggregated data from millions of receipts that can tell us what products are being bought, how frequently, and how they’re being found on the Instacart marketplace. We can see what items are commonly found together in baskets and trends over time as shopping habits evolve, among brand-specific data on category share, conversion rates, and other useful metrics. By analyzing this data we can uncover interesting consumer trends and insights, which we will periodically share in our Consumer Insights series.

In this article, we examine the data around the state of produce on the…


In this article we look at the benefits of longitudinal analysis over snapshots, examine how the Instacart platform enables this kind of analysis, and cite some examples of insights pulled from the marketplace.

Traditionally, the vast majority of data available to manufacturers in the grocery industry came from third-parties who either aggregated Point-of-Sale (POS) and transaction log data, collected email receipts from consumers who had granted them permission, or supplied consumers with a scanner and incentivized them to scan the products they buy.

Manufacturers use this data to perform several functions, including tracking category and brand performance to understand issues…

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