Success Crafted

Revolutionizing the Way We Shop: The Instacart Success Story

Instacart: Revolutionizing Grocery Shopping

Grocery shopping can often be a tiresome task, but with Instacart, it’s been simplified! Instacart is a grocery delivery service that brings fresh, high-quality groceries straight to your doorstep. Founded in 2012 by Apoorva Mehta, Instacart has become a leading service across the United States and Canada.

Apoorva Mehta’s founding and initial funding:

Apoorva Mehta worked as a supply chain engineer at Amazon before deciding to start his own company. In 2012, he founded Instacart after realizing the inconvenience of needing to leave home to buy groceries and wanted to make grocery shopping more accessible.

He raised $1.5 million in seed funding from Y Combinator and other investors like SV Angel before launching the company. Expansion to multiple cities and Canada:

Since its inception, the demand for Instacart has only grown.

The service quickly expanded its reach and became available in multiple cities across the United States. In 2017, Instacart also launched in Canada and has since become a popular service there as well.

Important partnerships and increase in demand during COVID-19:

In addition to expanding its reach, Instacart has also forged various partnerships with retailers like Costco, Publix, and Target, to name a few. These collaborations not only helped the company grow, but they have also provided customers with more options while making their grocery orders.

Apart from these partnerships, the COVID-19 pandemic had a significant impact on Instacart demand. With the rise of social distancing protocols, people started avoiding lines and in-person shopping.

As a result, Instacart became the go-to service for groceries during lockdowns. While the COVID-19 pandemic did accelerate its growth, it’s worth noting that Instacart’s success is built on the foundation of being an excellent service.

The app’s user-friendly interface, a variety of retailers, and same-day delivery are a few of the reasons it has risen to popularity so quickly. In conclusion, Instacart’s mission to simplify grocery shopping has been accomplished through hard work, dedication, and a passion for creating a seamless customer experience.

The platform has added convenience to people’s lives, and its success is truly a testament to its employees, owner, and all the partnerships that keep the service running. Whether it’s added ease for people with busy schedules or assistance for those who can’t leave their homes, Instacart has proved to be much more than just a grocery delivery service.

It’s a lifeline to people, and it has revolutionized the way we shop for groceries and the future of e-commerce.

Ownership and Mission Statement

Instacart has been under the ownership of Maplebear Inc. since 2017.

Maplebear Inc. is a holding company that also owns and manages numerous other businesses, including online learning platform Udemy.

The acquisition of Instacart helped the holding company expand into the e-commerce space while also improving the grocery delivery platform. Maplebear Inc.’s ownership helped Instacart scale its operations while keeping its commitment to its mission statement.

Instacart’s mission statement is to give people access to food and more time. Instead of having to travel to the grocery store, Instacart enables customers to complete their grocery shopping from the comfort of their homes, while also providing same-day or even one-hour delivery.

This convenience has become increasingly necessary, especially for those with busy schedules and people in high-risk groups who cannot leave their homes. While Instacart’s mission statement focuses on getting people access to food, its significance expands beyond just groceries.

Through its platform, Instacart has allowed restaurants to reach a broader audience and has also brought alcohol delivery to users in select locations. These additional services have further increased the platform’s accessibility and provided more opportunities for businesses and customers alike.

Revenue Streams

Instacart generates revenue through various methods, including commissions, delivery fees, service fees, subscription models, and advertising. Commissions from sales on platform:

Instacart receives a percentage of sales revenue from retailers listed on its platform as commissions.

This commission-based model has been an essential revenue stream for Instacart, and the percentage charged varies based on the size of the retailer and the market in which the transaction occurs. Delivery and Service Fees:

Instacart charges customers a delivery fee, service fee, and a suggested driver tip for users to compensate for the service provided.

Delivery fees vary based on the customer’s location and the size of the shopping order. The service fee is usually 5% of the order total and goes towards the cost of Instacart operations.

Drivers, or shoppers, retain 100% of their tips. Subscription model:

Instacart offers a subscription model called Instacart Express.

This subscription program includes unlimited free delivery for orders over $35 and no service fees. The subscription prices vary, ranging from a monthly fee of $9.99 to a yearly fee of $99.

This subscription model has helped Instacart maintain its customer base while also encouraging customers to continue using its services. Advertising revenue:

Instacart offers advertising placements for brands looking to expand their reach.

The platform’s advertising program offers different ad formats and targeting options, allowing businesses to reach their desired audience effectively. Advertising has become a significant revenue stream for Instacart, with the company earning millions of dollars annually.

In conclusion, Instacart’s revenue streams reflect its commitment to providing a convenient service for customers while also maintaining a mutually beneficial relationship with retailers and advertisers. By prioritizing its mission statement, Instacart has strategically implemented diverse revenue streams to generate revenue while elevating the customer experience.

These revenue streams have helped Instacart grow, and with its continued popularity, the grocery delivery service will likely continue to expand its offerings and benefits for both customers and retailers alike.

Business Model Canvas

Instacart has been able to establish itself as a leader in the grocery delivery industry by using a

Business Model Canvas approach that focuses on customer segments, value propositions, channels, customer relationships, revenue streams, key resources, and cost structure. Customer Segments:

Instacart has three different customer segments that it caters to: users, shoppers, and stores.

Users are the consumers who place orders through the platform and are the primary customers of Instacart. Shoppers are the people who actually shop at the grocery stores and deliver groceries to the users.

Instacart attracts shoppers by offering flexible working hours and the ability to earn money. Stores are the retailers that partner with Instacart to supply groceries to users.

Value Propositions:

Instacart offers different value propositions for each of its customer segments. For users, Instacart offers the convenience of grocery shopping from the comfort of their own homes, same-day or one-hour delivery, and access to a broad range of retailers.

For shoppers, Instacart provides an opportunity for earning money with a flexible schedule and access to a diverse mix of grocery orders. For stores, Instacart expands their reach by providing access to a larger customer base while also delivering and saving them the costs of their own delivery services.


Instacart uses a combination of online and offline channels for accessing its platform. Users can access the platform through Instacart’s website or mobile app.

Additionally, Instacart distributes physical flyers or mails brochures to promote the platform. Instacart also uses social media to engage with potential users.

Customer Relationships:

Customer service is an essential part of Instacart’s customer relationships. Instacart has dedicated support staff who handle any issues or concerns raised by users and shoppers.

Additionally, Instacart fosters a sense of community through social media, career fairs, and networking events.

Revenue Streams:

Instacart generates revenue through commissions, delivery fees, service fees, subscription models, and advertising, as discussed earlier. Key Resources, Activities, and Partners:

Instacart’s key resources include its website and mobile app platforms, data analytics team, customer support team, and database of stores and users.

The platform is supported by its shoppers, who are a key part of the business model. Instacart’s key activities include managing the platform and delivering groceries while also collaborating with retailers and users.

Key partners include retailers who deliver groceries through the platform, payment processors, advertising partners, and delivery logistics providers. Cost Structure:

Instacart’s cost structure includes shopper pay and commissions paid to retailers, delivery and service fees, platform maintenance, and labor costs.


Instacart faces competition from other players in the grocery delivery space, including Shipt, Amazon Fresh, Walmart+, Fresh Direct, and Blue Apron. Shipt is an online grocery delivery platform that operates as a Target subsidiary, offering same-day deliveries and a subscription service.

Amazon Fresh, on the other hand, is Amazon’s grocery delivery platform with same-day delivery, Alexa voice commands, and Amazon Prime membership. Walmart+ is Walmart’s grocery delivery service that offers same-day delivery, in-store discounts, and the ability to skip checkout lines.

Fresh Direct is an online grocery delivery platform serving the Northeastern United States, with a wide range of premium products and same-day delivery options. Blue Apron, another grocery delivery service, offers fresh ingredients and recipes delivered to users with different dietary preferences.

All of these platforms have unique value propositions and cater to different customer segments based on their location, preferred retailer, and service offerings. However, Instacart’s established presence and relationships with multiple retailers have put them in a leading position in the grocery delivery space.

In conclusion, Instacart’s innovative

Business Model Canvas approach has enabled the platform to cater to its customers’ unique needs, develop key partnerships with retailers, and establish itself as a leading service in the grocery delivery industry. While it faces competition from other platforms, Instacart’s position as a market leader provides a promising outlook for the company’s future growth and profitability.

SWOT Analysis

To have a better understanding of Instacart’s market position, it is essential to review its strengths, weaknesses, opportunities and threats through a SWOT analysis. Strengths:

Instacart’s reliability as a grocery delivery service provider has significantly contributed to its exceptional reputation.

Instacart has access to a wide range of suppliers, and its shoppers provide quick delivery services. It has also invested in offering top-notch customer service to ensure customers’ needs are met efficiently.

The brand has established itself as a trustworthy platform and has successfully expanded its portfolio beyond just groceries. Weaknesses:

One of Instacart’s main weaknesses is project management and pricing strategy.

The platform has been reported to have had pricing issues which can be difficult to control considering the different state laws governing retailers. Additionally, Instacart has faced internal challenges such as the ordering system’s efficiency, workforce management, and scaling their platform.

These weaknesses need to be addressed to improve customer experience and maintain a competitive edge. Opportunities:

There are several opportunities for Instacart to capitalize on.

International growth is one of them. Instacart is currently available in the United States and Canada, but there is a vast untapped global market.

The development of AI and other technological advancements will help Instacart provide a better customer experience with an enhanced ordering, tracking, and delivery experience. Moreover, changing consumer behavior, especially the rise of online shopping, has made Instacart an attractive platform for retailers and shoppers alike.


One of the significant threats to Instacart is the increasing competition in the grocery delivery industry. Major retailers like Amazon, Walmart+, and others are expanding their delivery services, and there is a possibility of comprehensive ecosystems that provide people with both grocery delivery and other service needs being established.

Sticky pricing is another threat to Instacart’s success since delivery and service fees can fluctuate, depending on the location, retailer, and time of day. Economic conditions, such as the COVID-19 pandemic, can also impact Instacart’s business model if unexpected lockdowns and restrictions are put in place.

In conclusion, by conducting a SWOT analysis of Instacart, the company’s strengths, weaknesses, opportunities, and threats can be identified to make informed business decisions. Instacart has several strengths, including its reliable suppliers, quick delivery, strong brand, diverse portfolio, and customer service, which have contributed to its growth and success.

On the other hand, project management and pricing strategy are two weaknesses that need to be addressed to ensure sustainable growth in the crowded grocery delivery space. There are also several opportunities that Instacart can capitalize on, including international growth, technological advancements, and changing consumer behavior.

Finally, the competition, sticky pricing, and economic conditions present significant threats to Instacart’s growth and success. In conclusion, Instacart has revolutionized the grocery shopping experience by simplifying the process and providing convenient delivery options.

Under the ownership of Maplebear Inc., Instacart has successfully executed its mission statement of giving people access to food and more time. The platform’s diverse revenue streams, such as commissions, delivery fees, subscriptions, and advertising, have contributed to its revenue growth.

However, there are areas for improvement, such as project management and pricing strategy. Instacart’s strength lies in its reliable suppliers, quick delivery, strong brand, and diverse portfolio.

The platform has opportunities for international growth, AI development, and the changing consumer behavior of online shopping. However, increasing competition, sticky pricing, and economic conditions pose threats to its success.

Overall, Instacart’s impact on the grocery delivery industry is significant, and its continued innovation and strategic advancements will shape the future of e-commerce.

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