Instacart

Instacart is a technology-enabled grocery delivery and pickup service that connects customers with personal shoppers who pick items at partner supermarkets and deliver them to customers’ homes or prepare orders for pickup. The company was founded in 2012 by Apoorva Mehta, with co-founders Max Mullen and Brandon Leonardo. Since its inception, Instacart has grown into a widely used platform for online grocery shopping.

The service operates primarily in the United States and Canada, partnering with a broad range of retailers, from large national chains to local grocers. Customers place orders via the Instacart app or website, after which a shopper visits the store, locates the items, and delivers them within a specified window. The platform offers features such as substitutions, real-time order updates, and contactless delivery or pickup options.

Instacart’s revenue model includes delivery fees, service fees, and optional membership programs such as Instacart Express, which can provide reduced or waived delivery costs on eligible orders. Shoppers are typically paid per order and are generally classified as independent contractors, a classification that has drawn regulatory attention and lawsuits in various jurisdictions. In addition to consumer use, retailers partner with Instacart to expand online presence and curbside or home delivery options.

Technology underpins Instacart’s operations, including algorithms for inventory checks, forecasting, and route optimization. The service has influenced grocery retail by expanding online shopping capabilities and increasing convenience, while facing competition from other delivery platforms and ongoing discussions about pricing, labor practices, and retailer partnerships.