Instacart Business Model Brings Revenue into Your Business 

Are you interested in implementing the Instacart business model to boost your revenue by billions? If so, you’re in the right place!

In this blog, we’ll explore the Instacart business model and how it can simplify grocery shopping for busy people. With this approach, customers can select their groceries from anywhere, making their lives easier while you enhance your operational efficiency and profitability.

Instacart generated around 823 million U.S. dollars in revenue in the second quarter of 2024.

The popularity of the Instacart business model is on the rise, and understanding its working can help businesses to grow.   

So, let’s take a closer look at the details of this business model. 

What is Instacart? 

Instacart is the leading online grocery delivery and pickup service in North America, boasting a valuation of over $17 billion. It has more than 85,000 stores across North America. Also, they expanded their service and now operate in Canada. 

The company partners with local, regional, and national grocery chains to deliver items to customers within hours. It has a large network of retailers including major chains like Aldi, Kroger, Publix, Costco, and Walgreens.

Through its user-friendly app and website, Instacart allows customers to order groceries and essential items with ease. The company also provides alcohol delivery in states and provinces where it is allowed.

Moreover, the company offers customers a new way to discover and buy groceries and a new way for retailers to sell groceries.

Instacart Facts and Statistics 

• Instacart is the combination of “maple” and “bear”. “Bear” is for the California state flag logo, and “maple” is for Canada, where Mehta was raised.
• Instacart generated $3 billion in revenue in 2023 but made a net loss of $1.6 billion. 
• The company delivers only five types of plant-based milk, but now offers nearly 20.
• With over 14 million active users in 2023 use Instacart.
• Instacart offers same-day delivery which starts as early as 9 AM and runs as late as midnight.  

How Does Instacart Work?

Below is the workflow of Instacart. 

Download the App: Customers download the app onto their mobile phone from the App Store or Apple Store. They also place an order on the website by logging in with their credentials. Also, they log in with their social media account.  

Start Shopping: Customers shop for a variety of items from various stores such as Walmart, Costco, etc.

Connect with a Shopper: The app connects customers with a personal shopper in their area. 

Delivery or Pickup: Customers can deliver their order to their home, office, or any other place. They also select the curbside pickup at selected retail locations.  

Order Tracking: Customers can track their orders and communicate with shoppers with an app or website. 

Payment: Customers can pay for their order at checkout. 

What is the Instacart Business Model? 

Instacart is known for delivering groceries and operates on a unique business model that combines several revenue streams.

Here are the key components of the Instacart cost structure. 

Delivery Fees 

• Customer Fee: Instacart charges customers delivery fees on every order that is placed using the app or website. It can vary based on order size, delivery time, and membership status. However, all orders must be at least $10 to qualify for delivery.
• Service Fee: In addition to delivery fees, customers often pay service fees that contribute to the overall cost of their orders. The service fee is not a tip and does not go to the rider who delivers the order.  

The delivery fee charges are mentioned below. 

Instacart Express Membership

Customers can subscribe to Instacart+ which costs $9.99 per month or $99 per year. Instacart+ can help save time and money. It offers several benefits like:

• Unlimited free delivery on orders of at least $35
• Peacock premium subscription 
• 5% credit back, with some restrictions

Partnerships with Retailers

Instacart partners with various grocery and retail chains, allowing them to offer online shopping and delivery through Instacart’s platform. Retailers pay Instacart for this service, which helps them reach online customers without developing their infrastructure.

Advertising Revenue

It is another Instacart business plan model. Retailers can pay for advertising on the Instacart platform to promote their products to customers. This includes sponsored listings and featured placements.

In 2022, nearly 30% of Instacart’s revenue is from advertising. 

Instacart offers different advertising strategies to drive sales and help brands to engage with customers. These are:

• Sponsored Products: Brands can promote specific products within the Instacart platform, increasing visibility and driving sales through targeted placements.
  
• Display Ads: These ads appear on various pages of the Instacart site, allowing brands to reach customers.
  
• Search Ads: Brands can bid on keywords to appear at the top of search results, ensuring their products are seen first by potential buyers.
  
• Promotions and Discounts: Brands can run special promotions, such as discounts or limited-time offers, to entice customers and boost sales.
  
• Brand Pages: Dedicated brand pages allow companies to showcase their products, tell their story, and engage directly with customers.
  
• Retargeting Ads: Instacart uses data to retarget users who have previously engaged with a brand, reminding them of products they may want to purchase.

Product Markup and Fees

Instacart may also earn revenue from product markups or additional fees on certain items. The fees can vary depending on the retailer. 

Instacart applies a markup of 15% or more on the items sold through its platform. This markup contributes to Instacart’s revenue, which is then used to pay the customers. However, not all retailers on Instacart disclose this markup.

Some retailers, such as Whole Foods, collaborate with Instacart and ensure no markup is applied. Other retailers, like Costco, do impose a markup. For instance, one shopper noted a 24% markup on a Costco order made via Instacart.

Grocery Pickup Services

Instacart offers grocery pickup services, allowing customers to order online and pick up their groceries at a designated location, often for a fee.

How Does Instacart Make Money?

Instacart makes a profit using different models, such as:

• Marketplace business model 
• Commission-based business model
• Software as a service (SaaS) business model
• Transaction-based business model
• Advertising-based business model

Instacart Business Model Canvas 

Below is an Instacart business model canvas. 

Features of Building an App Like Instacart 

Features can make the app successful and add unique value to it. It is an important thing that differentiates your app from your competitors. Therefore, always offer something distinct and valuable to your customers.  

The following are the features that you should incorporate in the Instacart clone app. 

FAQs

1. How to start an Instacart business?

Below are some steps to help you start an Instacart business.

• Go to instacart.com/business
• Create the business profile (It is free to create and use) 
• Add your business email address, name, and type. Then, your account is created. 

2. What percentage does Instacart take?

Instacart service fees start at 5% and it does not apply to pickup orders. The service fee supports the platform and covers a range of operating costs, such as:

• Shopper operations
• Insurance
• Background checks
• Customer support

About the author

Hudaibia Khalid

Copywriter & Marketing Assistant

Hudaibia Khalid is the creative force behind the blog—a maestro of words and ideas. Her distinctive style not only imparts wisdom but also leaves an indelible mark, transforming each post into a captivating journey through her unique perspective on the world.

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