Join North America’s leading grocery marketplace

Marketplace

Reach millions of high-intent consumers shopping on Instacart every day. Instacart Marketplace connects 2,200+ retail banners across verticals to active customers in the U.S. and Canada — driving incremental demand and digital sales.

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The Instacart Marketplace advantage

See how joining the Instacart Marketplace can help retailers like you scale, grow, and expand with speed and simplicity

Unmatched audience scale and demand

More than 26 million active customers relied on Instacart for their shopping needs across grocery, beauty, home, pet care, and more in 2025.

Generate new and incremental demand

Drive incremental demand by offering faster delivery, and reaching new audiences, including seasonal or digitally native customers.

Low-lift, fast path to incremental growth

Launch in weeks without worrying about logistics or hands-on builds. Plus, our shopper network and customer support make the transition stress-free.

Customer experiences that build trust

Rely on order delivery in as fast as 30 minutes in many major cities, backed by consistently high service quality and a high average order rating.

Capabilities to grow your business

Storefront discovery
Retailers get a storefront inside the Instacart app and web with curated collections and navigation to showcase unique assortments, seasonal moments, and private label — putting your products front and center for millions of high-intent customers already shopping for same-day delivery. Instacart also drives discovery from households and customers outside your immediate trade area, generating incremental demand you wouldn’t otherwise capture.
Flexible fulfillment options
Meet customers wherever they are, whenever they need you. Instacart Marketplace offers pick-up, same-day delivery (priority or standard), scheduled delivery, and long-distance fulfillment, with specialized capabilities for big and bulky items and longer distance deliveries. Retailers can drive higher conversion when speed matters, all without building or managing any last-mile infrastructure.
Retailer-friendly operations
We handle the hard part. Our network of approximately 600K personal shoppers manages order picking, delivery, and customer care on your behalf. Onboarding is straightforward via SFTP catalog feeds, with dedicated account management and technical support at every step — so your team stays focused on merchandising and in-store execution. Most retailers are live in weeks.
Built-in marketing & growth levers
The always-on marketing of Instacart constantly drives new customers and incremental orders to the platform. Take growth into your own hands and capture demand with self-service ads or managed-service campaigns. We integrate with select loyalty providers through loyalty linking and native sign-up, so you can reward your best customers while reaching new ones — and build the kind of high-frequency, habitual ordering behavior that drives long-term lifetime value.
Data, insights & optimization
Turn Marketplace activity into a competitive advantage. The Instacart Platform Portal gives retailers dashboards for sales, fulfillment, out-of-stocks, and customer behavior — plus visibility into substitution patterns, missed demand signals, and not-found items that are nearly impossible to capture in-store. Those insights inform smarter decisions around assortment, promotions, and the overall customer experience, both online and off.

Case study

Friends’ Marketplace grew online orders by 30x

Friends’ Marketplace expanded customer reach on Instacart, bringing business the store wouldn’t have otherwise seen. “If we weren’t listed, those customers would’ve shopped [elsewhere].”

—Brian Junkins, Owner

30x increase in online orders*
15x online sales growth after migrating to Instacart Marketplace*
Captured incremental seasonal demand without adding operational burden*

*Prior results do not guarantee future outcomes

In the news

FAQs

Is Instacart Marketplace built specifically for grocery, or is it a general delivery platform?

Instacart Marketplace was purpose-built for retail, starting with grocery and expanding to serve the full range of verticals people shop for, from pet and beauty to home goods and specialty. Today, the platform spans 2.2K+ retail banners and nearly 100K locations, bringing deep retail expertise to every vertical we support.

How large is Instacart's customer base and who are they?

In 2025, Instacart reached 26M+ active customers with high purchase intent specifically looking for grocery and retail delivery. At that scale, listing on Marketplace means accessing an existing audience, not building one from scratch.

How quickly can my store go live on Instacart Marketplace?

Retailers can launch on Instacart Marketplace in weeks. Onboarding involves sharing catalogue and inventory feeds via SFTP.

Who handles picking the items, delivery and customer support?

Instacart manages picking and deliver through its network of 600K+ personal shoppers, as well as customer care. Retailers don't need to build or manage any of that themselves.

Will Instacart cannibalize my in-store sales, or does it drive truly incremental demand?

Instacart Marketplace is designed to generate incremental demand by reaching new households, seasonal customers, and customers outside your immediate trade area who may not otherwise visit your store. The platform captures demand driven by same-day delivery expectations: customers who need something now and will shop wherever fulfills fastest.

How fast can Instacart deliver orders to my customers?

With Instacart, you have access to priority delivery in as fast as 30 minutes in major cities, standard same-day in 2 to 3 hours and scheduled delivery. Orders average a high rating, reflecting the quality of Instacart's shopper network.

Does Instacart Marketplace work with my existing loyalty program?

Instacart integrates with a number of common loyalty programs, and we're continuously adding more. Contact us to learn more about our current integrations.

What data and performance insights will I get as an Instacart retail partner?

Through the Instacart Platform Portal, retailers gain access to dashboards covering sales, fulfilment quality, out-of-stocks and customer behaviour. The data includes visibility into trends that are hard to capture in-store, like not-found items and substitution patterns.

How does Instacart Marketplace connect to my own digital channels?

Many retailers use Instacart Marketplace to offer an online grocery to their customers. For others that want to build a stand alone, owned and operated online grocery experience, Marketplace retailers have access to Storefront, a white-label solution that enables a retailer-branded online grocery experience powered by the same underlying technology as Marketplace. Storefront Pro is a more advanced omnichannel commerce platform, offering greater customization, integrations and enhanced merchandising and operational capabilities. Many retailers use Marketplace serves as a top-of-funnel growth engine for customer acquisition, while Storefront or Storefront Pro supports a direct, branded relationship that drives retention.

Explore other Instacart Enterprise solutions

Storefront Pro

Unify online, in-app, and in-store shopping into one seamless experience, with infrastructure that helps retailers improve profitability, simplify operations and build loyalty.

Learn more

Fulfilment Pro

Optimize your fulfilment process from end to end using unified technology solutions to maximize order throughput, increase order volume and deliver better consumer experiences.