:Instacart

{{Infobox company

| name = Maplebear Inc.

| logo = Instacart_logo_and_wordmark.svg

| logo_caption = Logo since 2022

| trade_name = Instacart

| type = Public

| traded_as = {{ubl|{{NASDAQ|CART}}|S&P 400 component}}

| industry = Retail

| founders = {{unbulleted list|Apoorva Mehta|Max Mullen|Brandon Leonardo}}

| founded = {{Start date and age|2012|6}}

| hq_location = 50 Beale Street
San Francisco, California, U.S.

| area_served = United States and Canada

| key_people = Fidji Simo (CEO){{cite news | last1=Sorvino | first1=Chloe | title=Instacart Taps Facebook Executive As CEO, Names Founder Apoorva Mehta To Executive Chairman |url=https://www.forbes.com/sites/chloesorvino/2021/07/08/instacart-taps-facebook-executive-as-ceo-names-founder-apoorva-mehta-to-executive-chairman | work=Forbes | date=July 8, 2021 | access-date=July 13, 2021 | archive-date=July 11, 2021 | archive-url=https://web.archive.org/web/20210711063320/https://www.forbes.com/sites/chloesorvino/2021/07/08/instacart-taps-facebook-executive-as-ceo-names-founder-apoorva-mehta-to-executive-chairman/ | url-status=live }}

| services = Grocery delivery

| subsid = Caper AI

| revenue = {{nowrap|{{Increase}} {{US$|3.38 billion|link=yes}} (2024)}}

| operating_income = {{Increase}} {{US$|489 million}} (2024)

| net_income = {{Increase}} {{US$|457 million}} (2024)

| assets = {{Decrease}} {{US$|4.12 billion}} (2024)

| equity = {{Decrease}} {{US$|3.09 billion}} (2024)

| num_employees = 3,265 (2024)

| website = {{URL|https://instacart.com/}}
{{URL|https://instacart.ca/}}

| footnotes = {{Cite web |url=https://www.sec.gov/Archives/edgar/data/1579091/000119312523235646/d55348ds1a.htm |title=Maplebear Inc. Form S-1 |date=August 25, 2023 |publisher=U.S. Securities and Exchange Commission}}{{Cite web |url=https://www.sec.gov/ix?doc=/Archives/edgar/data/1579091/000157909125000015/cart-20241231.htm |title=2024 Annual Report (Form 10-K) |date=February 28, 2025 |publisher=U.S. Securities and Exchange Commission}}

}}

File:Instacart carrot.svg

Maplebear Inc., doing business as Instacart, is an American delivery company based in San Francisco that operates a grocery delivery and pick-up service in the United States and Canada accessible via a website and mobile app.{{Cite news |url=https://www.fastcompany.com/90333469/instacart-offers-drivers-more-flexibility-on-when-and-what-they-deliver | title=Instacart offers drivers more flexibility on when and what they deliver | last=Captain | first=Sean | work=Fast Company | date=April 11, 2019 | access-date=May 8, 2019 | archive-date=January 15, 2021 | archive-url=https://web.archive.org/web/20210115030445/https://www.fastcompany.com/90333469/instacart-offers-drivers-more-flexibility-on-when-and-what-they-deliver | url-status=live }} It allows customers to order groceries, and alcohol where legal, from participating retailers with the shopping being done by a personal shopper, who picks, packs, and delivers the order within the customer's designated time frame.{{Cite news |url=https://www.thekitchn.com/i-had-my-groceries-delivered-by-instacart-and-heres-how-it-went-214795 |title=How Instacart Works, What It Costs, And What You Should Know About Using It for Grocery Delivery |work=The Kitchn |access-date=September 9, 2020 |archive-date=January 12, 2015 |archive-url=https://web.archive.org/web/20150112005008/https://www.thekitchn.com/i-had-my-groceries-delivered-by-instacart-and-heres-how-it-went-214795 |url-status=live }}{{Cite news | url=https://shenandoahcountryq102.iheart.com/content/2019-01-08-instacart-launches-same-day-grocery-delivery-service-in-winchester/ | title=Instacart Launches Same-Day Grocery Delivery Service in Winchester | author=Lori | work=iHeartMedia | date=January 8, 2019 | access-date=June 10, 2019 | archive-date=January 22, 2021 | archive-url=https://web.archive.org/web/20210122005118/https://shenandoahcountryq102.iheart.com/content/2019-01-08-instacart-launches-same-day-grocery-delivery-service-in-winchester/ | url-status=live }}{{Cite news | url=https://progressivegrocer.com/fresh-market-expands-instacart-all-stores | title=The Fresh Market Expands Instacart to All Stores | work=Progressive Grocer | date=May 16, 2019 | access-date=June 10, 2019 | archive-date=January 22, 2021 | archive-url=https://web.archive.org/web/20210122002114/https://progressivegrocer.com/fresh-market-expands-instacart-all-stores | url-status=live }}

The company offers service from over 1,800 retailers covering more than 100,000 grocery stores, and works with over 7,000 consumer packaged goods brands.{{Cite web |last=PYMNTS |date=2024-05-02 |title=Instacart Becomes Kohl's Same-Day Delivery Partner, Continues Expansion Beyond Grocery |url=https://www.pymnts.com/news/delivery/2024/instacart-becomes-kohls-same-day-delivery-partner-continues-expansion-beyond-grocery/ |access-date=2024-07-09 |website=PYMNTS.com |language=en-US |archive-date=July 9, 2024 |archive-url=https://web.archive.org/web/20240709205346/https://www.pymnts.com/news/delivery/2024/instacart-becomes-kohls-same-day-delivery-partner-continues-expansion-beyond-grocery/ |url-status=live }}{{Cite web |title=Instacart Revenue and Usage Statistics (2024) |url=https://www.businessofapps.com/data/instacart-statistics/ |access-date=2024-07-09 |website=Business of Apps |language=en-US |archive-date=April 26, 2024 |archive-url=https://web.archive.org/web/20240426115356/https://www.businessofapps.com/data/instacart-statistics/ |url-status=live }}{{Cite web |date=2024-11-13 |title=Grocery Business Solid for Instacart in Q3 |url=https://progressivegrocer.com/grocery-business-solid-instacart-q3 |access-date=2024-12-11 |website=Progressive Grocer |language=en}}{{Cite web |last=Silverstein |first=Sam |date=August 14, 2024 |title=Instacart partners with Ibotta to deliver digital coupons to shoppers |url=https://gcp.retaildive.com/news/instacart-ibotta-digital-coupons-promotions-grocery-retail/724206/ |access-date=2025-01-02 |website=Retail Dive |language=en-US}}{{Cite web |last=StockTitan |date=2025-03-25 |title=Instacart's AI-Powered Shopping Carts Drive 40% Sales Growth for Early Advertisers |url=https://www.stocktitan.net/news/CART/instacart-expands-in-store-advertising-to-all-brands-on-caper-cer9znpl9tw4.html#:~:text=The%20expanded%20advertising%20program%20will,Marketplace%20and%20Caper%20Cart%20displays. |access-date=2025-03-26 |website=www.stocktitan.net |language=en}} Alcohol delivery is available from 600 retail banners that span more than 23,000 stores across North America.{{Cite news |last=Campbell |first=Jeff |date=May 11, 2020 |title=Can Instacart Deliver Alcohol? (Yes, but not in every state) |url=https://thegrocerystoreguy.com/can-instacart-deliver-alcohol/ |access-date=January 31, 2023 |website=The Grocery Store Guy |language=en-us |archive-date=January 31, 2023 |archive-url=https://web.archive.org/web/20230131165020/https://thegrocerystoreguy.com/can-instacart-deliver-alcohol/ |url-status=live }}{{Cite news |last=Horwath |first=Bryan |date=September 12, 2022 |title=Demand grows for streamlined local liquor-delivery laws - VEGAS INC |url=https://vegasinc.lasvegassun.com/business/2022/sep/12/demand-grows-for-streamlined-local-liquor-delivery/ |access-date=January 31, 2023 |website=Las Vegas Sun |archive-date=January 31, 2023 |archive-url=https://web.archive.org/web/20230131181743/https://vegasinc.lasvegassun.com/business/2022/sep/12/demand-grows-for-streamlined-local-liquor-delivery/ |url-status=live }}{{Cite news |date=April 19, 2022 |title=Instacart Alcohol Delivery: How It Works and How Much It Costs |url=https://www.shopfood.com/online-shopping/instacart-alcohol-delivery/ |access-date=January 31, 2023 |website=Shopfood.com |language=en-US |archive-date=January 30, 2023 |archive-url=https://web.archive.org/web/20230130145957/https://www.shopfood.com/online-shopping/instacart-alcohol-delivery/ |url-status=live }}{{Cite news |last=Biryukov |first=Nikita |date=August 26, 2022 |title=New Jersey will allow DoorDash, Instacart to deliver alcohol and cocktails |url=https://newjerseymonitor.com/briefs/new-jersey-will-allow-doordash-instacart-to-deliver-alcohol-and-cocktails/ |access-date=January 31, 2023 |website=New Jersey Monitor |language=en-US |archive-date=January 31, 2023 |archive-url=https://web.archive.org/web/20230131181744/https://newjerseymonitor.com/briefs/new-jersey-will-allow-doordash-instacart-to-deliver-alcohol-and-cocktails/ |url-status=live }}

Instacart reaches nearly 98% of SNAP households, offering delivery services from nearly 180 retail banners, including ALDI, Food Lion, Publix, The Save Mart Companies and Walgreens, spanning more than 30,000 stores across all 50 states and Washington D.C.{{Cite web |date=2024-08-23 |title=Instacart expands consumer savings |url=https://finance.yahoo.com/news/instacart-expands-consumer-savings-091526591.html |access-date=2024-09-11 |website=Yahoo Finance |language=en-US}} Since its founding, Instacart Marketplace has powered more than $100 billion of GTV and over 900 million orders with approximately 20 billion items ordered.{{Cite web |title=S-1 |url=https://www.sec.gov/Archives/edgar/data/1579091/000119312523221345/d55348ds1.htm |access-date=2024-06-12 |website=sec.gov |archive-date=February 16, 2024 |archive-url=https://web.archive.org/web/20240216201114/https://www.sec.gov/Archives/edgar/data/1579091/000119312523221345/d55348ds1.htm |url-status=live }}

History

=Corporate history=

After getting inspiration from being low on groceries without owning a car{{cite news |url=https://www.cnbc.com/2023/09/20/instacart-founder-launched-20-failed-companies-now-hes-a-billionaire.html | title=37-year-old quit Amazon and started 20 companies before coming up with Instacart—now he's worth $1.1 billion | first=Tom | last=Huddleston Jr. | publisher=CNBC | date=September 20, 2023 | access-date=October 13, 2023 | archive-date=October 14, 2023 | archive-url=https://web.archive.org/web/20231014065900/https://www.cnbc.com/2023/09/20/instacart-founder-launched-20-failed-companies-now-hes-a-billionaire.html | url-status=live }}{{Cite web |title=How Apoorva Mehta Struck Gold With Instacart's $9.9 Billion IPO |url=https://www.forbesindia.com/article/take-one-big-story-of-the-day/how-apoorva-mehta-struck-gold-with-instacarts-99-billion-ipo/88397/1 |access-date=2024-07-29 |website=Forbes India |language=en}} as well as his trips to the grocery store by bus in the cold while growing up in Canada,{{Cite news |url=https://www.ycombinator.com/blog/qa-with-apoorva-mehta-founder-ceo-instacart/ | title=Q&A with Apoorva Mehta, Founder & CEO, Instacart | work=Y Combinator | date=October 17, 2018 | access-date=October 13, 2023 | archive-date=September 21, 2023 | archive-url=https://web.archive.org/web/20230921210552/https://www.ycombinator.com/blog/qa-with-apoorva-mehta-founder-ceo-instacart/ | url-status=live }} Apoorva Mehta founded Instacart in 2012 at age 26. He tried to apply for funding through Y Combinator but missed the deadline. He eventually got a meeting by using the Instacart mobile app to deliver a six-pack of beer from 21st Amendment Brewery to a Y Combinator partner and was admitted to the summer of 2012 batch.{{Cite news |url=https://www.bizjournals.com/bizjournals/news/2014/12/31/ex-amazon-engineer-apoorva-mehta-instacart.html |title=How this ex-Amazon engineer launched $2 billion startup Instacart | first=Teresa | last=Novellino | work=American City Business Journals | date=December 31, 2014}} Y Combinator helped Mehta raise $2.3 million in funding and enabled him to meet his two co-founders, Max Mullen and Brandon Leonardo.{{Cite web |last=O'Brien |first=Sara Ashley |date=2014-12-30 |title=Grocery delivery startup banks $220 million |url=https://money.cnn.com/2014/12/30/smallbusiness/instacart-220-million-grocery/index.html |access-date=2024-07-29 |website=CNNMoney}} The company’s name is a combination of "maple," in reference to Canada, and "bear," for the logo on the California state flag, as Mehta grew up in Canada and moved to California.{{Cite web |last1=Moyer |first1=Liz |last2=Cho |first2=Janet H. |title=Instacart Is Also Called Maplebear. What's in a Name? |url=https://www.barrons.com/articles/instacart-maplebear-name-ipo-stock-305c8bfe |access-date=2023-11-21 |website=barrons |language=en-US |archive-date=November 21, 2023 |archive-url=https://web.archive.org/web/20231121072902/https://www.barrons.com/articles/instacart-maplebear-name-ipo-stock-305c8bfe |url-status=live }}

In 2020 during the COVID-19 pandemic, Instacart implemented contactless delivery, safety kits and guidelines for shoppers.{{Cite web |title=Instacart to distribute health and safety kits to its shopper community |url=https://www.supermarketnews.com/health-wellness/instacart-to-distribute-health-and-safety-kits-to-its-shopper-community |access-date=2024-10-31 |website=supermarketnews.com |language=en}} In July 2021, Fidji Simo was appointed CEO, while Mehta transitioned to Executive Chairman of the Board.{{Cite news | title=Fidji Simo tapped as CEO of Instacart, shrinking the ranks of top female execs at Facebook |url=https://fortune.com/2021/07/08/fidji-simo-ceo-instacart-leaving-facebook-female-executives/ | first=EMMA | last=HINCHLIFFE | work=Fortune | date=July 8, 2021 | url-access=subscription | access-date=July 27, 2021 | archive-date=July 27, 2021 | archive-url=https://web.archive.org/web/20210727231632/https://fortune.com/2021/07/08/fidji-simo-ceo-instacart-leaving-facebook-female-executives/ | url-status=live }} In July 2022, Simo was appointed to succeed Mehta as chairperson once the company completed its initial public offering.{{Cite news |url=https://www.wsj.com/articles/instacarts-founder-to-step-down-as-chairman-after-ipo-11658528858 | last=Jacob | first=Denny | title=Instacart's Founder to Step Down as Chairman After IPO | work=The Wall Street Journal | date=July 22, 2022 | url-access=subscription | issn=0099-9660 | access-date=August 19, 2022 | archive-date=August 19, 2022 | archive-url=https://web.archive.org/web/20220819193917/https://www.wsj.com/articles/instacarts-founder-to-step-down-as-chairman-after-ipo-11658528858 | url-status=live }} In September 2023, the company became public through an initial public offering raising $660 million, valuing the company at about $10 billion.{{Cite news | last=Durbin | first=Dee-Ann | title=Instacart sets IPO price at $30 a share, valuing the company at about $10 billion |url=https://apnews.com/article/instacart-ipo-grocery-delivery-dffca5b9d7eb9744bb565635a128f333 | work=Associated Press News | date=September 18, 2023 | access-date=September 19, 2023 | archive-date=September 19, 2023 | archive-url=https://web.archive.org/web/20230919002931/https://apnews.com/article/instacart-ipo-grocery-delivery-dffca5b9d7eb9744bb565635a128f333 | url-status=live }}{{cite news |url=https://fortune.com/2023/09/20/nstacart-shares-sink-below-ipo-price/ | title=A day after a blockbuster debut, Instacart's shares go in reverse and briefly sink below their IPO price | work=Fortune | date=September 20, 2023 | access-date=September 22, 2023 | archive-date=September 21, 2023 | archive-url=https://web.archive.org/web/20230921193108/https://fortune.com/2023/09/20/nstacart-shares-sink-below-ipo-price/ | url-status=live }} Mehta left the company after it went public.{{cite news |url=https://fortune.com/2023/09/19/instacart-cofounder-net-worth/ | title=Instacart's cofounder has a net worth of $1.3 billion after IPO—and today he cut all ties with the company | work=Fortune | date=September 19, 2023 | access-date=September 22, 2023 | archive-date=September 22, 2023 | archive-url=https://web.archive.org/web/20230922035833/https://fortune.com/2023/09/19/instacart-cofounder-net-worth/ | url-status=live }} In 2025, Instacart unveiled its first Super Bowl ad.{{Cite web |title=Instacart Delivers Its First-Ever Super Bowl Ad with Help from a Few Iconic MVPs {{!}} LBBOnline |url=https://lbbonline.com/news/instacart-delivers-its-first-ever-super-bowl-ad-with-help-from-a-few-iconic-mvps |access-date=2025-03-14 |website=lbbonline.com |language=en}}

=Service launches and grocery partnerships=

Instacart was first launched in San Francisco in 2012.{{Cite news | url=https://techcrunch.com/2012/08/01/instacart/ | title=Y Combinator-Backed Instacart Wants To Be Amazon With One-Hour Delivery | first=Rip | last=Empson | work=TechCrunch | date=August 1, 2012 | access-date=October 14, 2023 | archive-date=October 13, 2023 | archive-url=https://web.archive.org/web/20231013205103/https://techcrunch.com/2012/08/01/instacart/ | url-status=live }} In November 2013, Instacart added alcohol delivery in areas where alcohol delivery was legal.{{Cite news | url=https://techcrunch.com/2013/11/21/wine-as-a-service-company-rewinery-has-shut-down/ | title=Wine-As-A-Service Company Rewinery Has Shut Down | first=Alex | last=Wilhelm | work=TechCrunch | date=November 21, 2013 | access-date=April 4, 2023 | archive-date=April 4, 2023 | archive-url=https://web.archive.org/web/20230404032322/https://techcrunch.com/2013/11/21/wine-as-a-service-company-rewinery-has-shut-down/ | url-status=live }} The company expanded across the United States in the following years.{{Cite web |date=28 September 2017 |title=Instacart Is Expanding to Canada in Amazon Battle |work=Wall Street Journal |url=https://www.wsj.com/articles/instacart-is-expanding-to-canada-in-amazon-battle-1506621123 |last1=George-Cosh |first1=David |last2=Bensinger |first2=Greg }}{{Cite web |last=Kopun |first=Francine |date=2017-11-15 |title=Walmart, Loblaws face off over home delivery of groceries |url=https://www.thestar.com/business/walmart-loblaws-face-off-over-home-delivery-of-groceries/article_4d76d13d-2553-507c-b643-9ec046d8384e.html |access-date=2024-07-29 |website=Toronto Star |language=en}}{{Cite web |last=Gorden |first=Audrey |date=2017-04-20 |title=Instacart expands online grocery shopping to Oak Park, Oak Lawn and Franklin Park |url=https://www.chicagotribune.com/2017/04/20/instacart-expands-online-grocery-shopping-to-oak-park-oak-lawn-and-franklin-park/ |access-date=2024-07-29 |website=Chicago Tribune |language=en-US}}{{Cite web |date=October 10, 2016 |title=Instacart Expands In OC, Adds 99 Ranch |url=https://www.socaltech.com/instacart_expands_in_oc_adds_99_ranch/s-0067531.html}}{{Cite web |date=2016-11-16 |title=Which Online Grocery Delivery Service In The Twin Cities Is Best? - CBS Minnesota |url=https://www.cbsnews.com/minnesota/news/grocery-delivery-services/ |access-date=2024-07-29 |publisher=CBS News |language=en-US}}{{Cite news | last=Gorden | first=Audrey | title=Instacart expands online grocery shopping to Oak Park, Oak Lawn and Franklin Park | url=https://www.chicagotribune.com/business/blue-sky/ct-instacart-oak-park-bsi-20170419-story.html | work=Chicago Tribune | date=April 20, 2017 | access-date=April 27, 2021 | archive-date=June 20, 2021 | archive-url=https://web.archive.org/web/20210620113030/https://www.chicagotribune.com/business/blue-sky/ct-instacart-oak-park-bsi-20170419-story.html | url-status=live }}{{Cite news | url=https://www.socaltech.com/instacart_expands_in_oc_adds_99_ranch/s-0067531.html | title=Instacart Expands In OC, Adds 99 Ranch | work=SocalTech | date=October 10, 2016 | access-date=March 10, 2021 | archive-date=October 28, 2022 | archive-url=https://web.archive.org/web/20221028041041/https://www.socaltech.com/instacart_expands_in_oc_adds_99_ranch/s-0067531.html | url-status=live }}{{Cite news | last=Mayerle | first=Jennifer | title=Which Grocery Delivery Service In The Twin Cities Is Best? | url=https://minnesota.cbslocal.com/2016/11/16/grocery-delivery-services/ | date=November 16, 2016 | access-date=April 27, 2021 | archive-date=April 27, 2021 | archive-url=https://web.archive.org/web/20210427234129/https://minnesota.cbslocal.com/2016/11/16/grocery-delivery-services/ | url-status=live }}

In August 2013, Instacart began offering an annual membership service called Instacart Express.{{Cite news | url=https://www.geekwire.com/2013/instacart-adds-instacart-express-membership-fires-shot-amazon-fresh/ | title=Instacart adds $99 'express' membership, fires another shot at Amazon Fresh | first=BLAIR HANLEY | last=FRANK | work=GeekWire | date=August 7, 2013 | access-date=December 15, 2022 | archive-date=December 15, 2022 | archive-url=https://web.archive.org/web/20221215094312/https://www.geekwire.com/2013/instacart-adds-instacart-express-membership-fires-shot-amazon-fresh/ | url-status=live }} In June 2022, Instacart Express was renamed Instacart+ and new family shopping features, including sharing membership and shopping-cart collaboration with another family member for free, were added.{{Cite news | url=https://techcrunch.com/2022/06/15/instacart-launching-revamped-subscription-service-instacart/ | title=Instacart renames its subscription service to Instacart+ | first=Aisha | last=Malik | work=TechCrunch | date=June 15, 2022 | access-date=July 27, 2022 | archive-date=July 27, 2022 | archive-url=https://web.archive.org/web/20220727215825/https://techcrunch.com/2022/06/15/instacart-launching-revamped-subscription-service-instacart/ | url-status=live }}

In November 2017, the company expanded to Canada, first with a partnership with Loblaw Companies in Toronto and Vancouver.{{Cite news | url=https://www.wsj.com/articles/instacart-is-expanding-to-canada-in-amazon-battle-1506621123 | title=Instacart Is Expanding to Canada in Amazon Battle | last1=George-Cosh | first1=David | last2=Bensinger | first2=Greg | work=The Wall Street Journal | date=28 September 2017 | url-access=subscription | access-date=November 17, 2017 | archive-date=November 11, 2020 | archive-url=https://web.archive.org/web/20201111212805/https://www.wsj.com/articles/instacart-is-expanding-to-canada-in-amazon-battle-1506621123 | url-status=live }}{{Cite news | url=https://www.thestar.com/business/2017/11/15/loblaws-launches-home-delivery-for-groceries.html | title=Walmart, Loblaws face off over home delivery of groceries | last=Kopun | first=Francine | work=Toronto Star | date=15 November 2017 | access-date=November 17, 2017 | archive-date=November 9, 2020 | archive-url=https://web.archive.org/web/20201109032117/https://www.thestar.com/business/2017/11/15/loblaws-launches-home-delivery-for-groceries.html | url-status=live }} By May 2018, Instacart was available for use in 11 Canadian markets and was planning expansions for five more markets.{{Cite news | url=https://globalnews.ca/news/4181397/loblaw-expanding-online-grocery-business/ | title=Loblaw expanding online grocery pick-up and delivery business across Canada | agency=The Canadian Press | publisher=Global News | date=2 May 2018 | access-date=May 7, 2018 | archive-date=January 12, 2021 | archive-url=https://web.archive.org/web/20210112214453/https://globalnews.ca/news/4181397/loblaw-expanding-online-grocery-business/ | url-status=live }}

In April 2018, Instacart changed its prices by instituting a mandatory 5% service fee on all orders. It originally offered an optional 10% service fee that went directly to Instacart that could be turned off. It also returned the gratuity option back to the checkout screen and raised the default value from 0% to 5%.{{cite news |title=Instacart Is Fixing One Of The Most Controversial Parts Of Its Grocery Delivery Service |url=https://www.forbes.com/sites/bizcarson/2018/04/24/instacart-adds-tipping-back/ |last=Carson |first=Biz |date=April 24, 2018 |work=Forbes |url-access=limited |access-date=April 25, 2018 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112013809/https://www.forbes.com/sites/bizcarson/2018/04/24/instacart-adds-tipping-back/ |url-status=live }}

In March 2019, Instacart expanded its same-day alcohol delivery service in the U.S.{{Cite news | url=https://www.supermarketnews.com/online-retail/instacart-ramps-alcohol-delivery | title=Instacart ramps up alcohol delivery | first=Russell | last=Redman | work=Supermarket News | date=March 12, 2019 | access-date=August 30, 2019 | archive-date=October 28, 2020 | archive-url=https://web.archive.org/web/20201028061056/https://www.supermarketnews.com/online-retail/instacart-ramps-alcohol-delivery | url-status=live }} Effective May 2019, Whole Foods Market ended its partnership with Instacart in the U.S. given its ties to Amazon.com.{{Cite news | url=https://www.bloomberg.com/news/articles/2019-10-07/no-whole-foods-no-problem-instacart-shakes-off-loss-of-grocer | last=Boyle | first=Matthew | date=October 7, 2019 | title=No Whole Foods, No Problem: Instacart Shakes Off Loss of Grocer | work=Bloomberg News | url-access=subscription | access-date=December 13, 2019 | archive-date=September 7, 2020 | archive-url=https://web.archive.org/web/20200907080926/https://www.bloomberg.com/news/articles/2019-10-07/no-whole-foods-no-problem-instacart-shakes-off-loss-of-grocer | url-status=live }}{{Cite news | url=https://www.businessinsider.com/whole-foods-instacart-delivery-partnership-ends-2018-12 | title=Instacart's delivery partnership with Whole Foods is ending, killing hundreds of jobs | first=Mary | last=Hanbury | work=Business Insider | date=December 13, 2018 | access-date=April 10, 2020 | archive-date=August 1, 2020 | archive-url=https://web.archive.org/web/20200801192430/https://www.businessinsider.com/whole-foods-instacart-delivery-partnership-ends-2018-12 | url-status=live }} In February 2024, Instacart announced customers throughout Canada can now order fresh groceries and everyday essentials from Whole Foods Market on the Instacart App.{{Cite web |title=Instacart Welcomes Whole Foods Market Canada to the Instacart App |url=https://www.instacart.com/company/pressreleases/instacart-welcomes-whole-foods-market-canada-to-the-instacart-app/ |access-date=2024-08-21 |website=Instacart Corporate Blog |language=en-US}}

In May 2020, Instacart began a partnership with Rite Aid, offering its service across 2,400 locations in 18 states.{{Cite news | url=https://www.foxbusiness.com/money/rite-aid-instacart-to-make-coronavirus-deliveries-after-new-partnership | title=Rite Aid, Instacart to make coronavirus deliveries after new partnership | last=Moore | first=Cortney | work=Fox Business | date=May 13, 2020 | access-date=May 14, 2020 | archive-date=May 21, 2020 | archive-url=https://web.archive.org/web/20200521003007/https://www.foxbusiness.com/money/rite-aid-instacart-to-make-coronavirus-deliveries-after-new-partnership | url-status=live }} In August 2020, Instacart entered its first partnership with Walmart in the U.S. to offer same-day delivery services. The partnership is a pilot program beginning in Los Angeles, San Francisco, San Diego, and Tulsa.{{Cite news | url=https://www.reuters.com/article/us-instacart-strategy-walmart-idUSKCN257290 | title=Instacart starts Walmart delivery pilot in some U.S. cities | first1=Uday | last1=Sampath | first2=Jane Lanhee | last2=Lee | work=Reuters | date=August 11, 2020 | access-date=August 17, 2020 | archive-date=August 16, 2020 | archive-url=https://web.archive.org/web/20200816231331/https://www.reuters.com/article/us-instacart-strategy-walmart-idUSKCN257290 | url-status=live }}{{Cite news | url=https://www.cnn.com/2020/08/11/tech/walmart-instacart-partner-whole-foods/index.html | title=Instacart partners with Walmart to compete with Amazon | first=Sara Ashley | last=O'Brien | publisher=CNN | date=August 11, 2020 | access-date=August 17, 2020 | archive-date=August 11, 2020 | archive-url=https://web.archive.org/web/20200811202608/https://www.cnn.com/2020/08/11/tech/walmart-instacart-partner-whole-foods/index.html | url-status=live }} Additional partnerships in June included C&S Wholesale Grocers and Staples.{{Cite news |title=Who doesn't sell groceries but delivers via Instacart? Staples! |url=https://chainstoreage.com/who-doesnt-sell-groceries-delivers-instacart-staples |work=Chain Store Age |access-date=June 15, 2020 |archive-date=June 15, 2020 |archive-url=https://web.archive.org/web/20200615133752/https://chainstoreage.com/who-doesnt-sell-groceries-delivers-instacart-staples |url-status=live }}{{Cite news |title=C&S Wholesale, Instacart team up to bring online grocery to 3,000 independents |url=https://www.supermarketnews.com/online-retail/cs-wholesale-instacart-team-bring-online-grocery-3000-independents |work=Supermarket News |date=June 4, 2020 |access-date=June 15, 2020 |archive-date=June 15, 2020 |archive-url=https://web.archive.org/web/20200615133802/https://www.supermarketnews.com/online-retail/cs-wholesale-instacart-team-bring-online-grocery-3000-independents |url-status=live }} Instacart had a valuation of $39 billion as of 2021.{{Cite web |last=Shaw |first=Samantha |date=2023-12-22 |title=Instacart and Valuation Risk |url=https://equable.org/instacart-and-valuation-risk/ |access-date=2024-07-29 |website=Equable |language=en}} In March 2022, in partnership with TikTok, Hearst Magazine and Tasty, Instacart launched Shoppable Recipes with product integrations for food creators.{{Cite news |title=Instacart debuts Shoppable Recipes with media partners |url=https://www.supermarketnews.com/online-retail/instacart-debuts-shoppable-recipes-media-partners |work=Supermarket News |date=March 17, 2022 |access-date=May 17, 2022 |archive-date=April 17, 2022 |archive-url=https://web.archive.org/web/20220417054730/https://www.supermarketnews.com/online-retail/instacart-debuts-shoppable-recipes-media-partners |url-status=live }} In the same month, Instacart introduced the Instacart Platform, a program with services for retailers. The platform launched with features for advertising, home delivery, and inventory counting.{{Cite news | url=https://www.forbes.com/sites/kirimasters/2022/03/23/instacart-just-gave-grocery-retailers-the-keys-to-the-castle/ | title=Instacart Just Gave Grocery Retailers The Keys To The Castle | first=Kiri | last=Masters | work=Forbes | date=March 23, 2022 | url-access=limited | access-date=July 16, 2022 | archive-date=June 21, 2022 | archive-url=https://web.archive.org/web/20220621065843/https://www.forbes.com/sites/kirimasters/2022/03/23/instacart-just-gave-grocery-retailers-the-keys-to-the-castle/ | url-status=live }}{{Cite news | title=I kinda dig the Instacart growth plan | url=https://techcrunch.com/2022/03/24/i-kinda-dig-the-instacart-growth-plan/ | first=Alex | last=Wilhelm | work=TechCrunch | date=March 24, 2022 | access-date=October 13, 2023 | archive-date=November 21, 2023 | archive-url=https://web.archive.org/web/20231121073558/https://techcrunch.com/2022/03/24/i-kinda-dig-the-instacart-growth-plan/ | url-status=live }}

In May 2022, Instacart partnered with Canadian grocers Metro, Giant Tiger, and Galleria Supermarket.{{Cite web |title=Instacart's retail partners now include all of Canada's biggest grocers |url=https://www.supermarketnews.com/grocery-trends-data/instacart-s-retail-partners-now-include-all-of-canada-s-biggest-grocers |access-date=2024-10-23 |website=supermarketnews.com |language=en}} In March 2023, Instacart announced the availability of digital tools for medical providers to promote nutritious foods to patients and their families.{{Cite web |last=Stockton |first=Sommer |date=2023-03-25 |title=Instacart Launches Product Suite For Food As Medicine Programs |url=https://www.theshelbyreport.com/2023/03/25/instacart-launches-product-suite-for-food-as-medicine-programs/ |access-date=2024-06-18 |website=The Shelby Report |language=en-US |archive-date=June 18, 2024 |archive-url=https://web.archive.org/web/20240618220600/https://www.theshelbyreport.com/2023/03/25/instacart-launches-product-suite-for-food-as-medicine-programs/ |url-status=live }} In November 2023, Instacart partnered with Peacock.{{Cite web |date=November 29, 2023 |title=Instacart partners with Peacock to offer streaming content to US subscribers |url=https://www.reuters.com/business/media-telecom/instacart-partners-with-peacock-offer-streaming-content-us-subscribers-2023-11-29/ |access-date=October 8, 2024 |work=Reuters}} In May 2024, Instacart partnered with Uber Eats to give Instacart customers access to food delivery from Uber Eats U.S. restaurant partners.{{Cite web |last=Olakoyenikan |first=Segun |title=Instacart Partners With Uber Eats On Restaurant Delivery |url=https://www.forbes.com/sites/segunolakoyenikan/2024/05/07/instacart-partners-with-uber-eats-on-restaurant-delivery/ |access-date=2024-07-05 |website=Forbes |language=en |archive-date=July 5, 2024 |archive-url=https://web.archive.org/web/20240705175034/https://www.forbes.com/sites/segunolakoyenikan/2024/05/07/instacart-partners-with-uber-eats-on-restaurant-delivery/ |url-status=live }} In June 2024, Instacart began a partnership with New York Times Cooking.{{Cite web |title=New York Times brings commerce to its cooking app |url=https://www.inma.org/blogs/product-initiative/post.cfm/new-york-times-brings-commerce-to-it-s-cooking-app |access-date=2024-10-16 |website=International News Media Association (INMA)}}

=Acquisitions history=

In January 2018, the company acquired Toronto-based Unata, a white-label platform for grocers, for $65 million.{{Cite news |last=Crook |first=Jordan |date=January 16, 2018 |title=Instacart acquires Toronto-based Unata |work=TechCrunch |url=https://techcrunch.com/2018/01/16/instacart-acquires-toronto-based-unata/ |access-date=April 10, 2020 |archive-date=October 28, 2020 |archive-url=https://web.archive.org/web/20201028010422/https://techcrunch.com/2018/01/16/instacart-acquires-toronto-based-unata/ |url-status=live }}{{Cite news |last=Sawers |first=Paul |date=January 16, 2018 |title=Instacart acquires Canada-based grocery ecommerce platform Unata |work=VentureBeat |url=https://venturebeat.com/2018/01/16/instacart-acquires-canada-based-grocery-ecommerce-platform-unata/ |access-date=January 16, 2018 |archive-date=August 3, 2020 |archive-url=https://web.archive.org/web/20200803124436/https://venturebeat.com/2018/01/16/instacart-acquires-canada-based-grocery-ecommerce-platform-unata/ |url-status=live }}{{cite press release |url=https://www.prnewswire.com/news-releases/instacart-acquires-unata-300582354.html |title=Instacart Acquires Unata |agency=PR Newswire |date=January 16, 2018 |access-date=April 10, 2020 |archive-date=April 10, 2020 |archive-url=https://web.archive.org/web/20200410201210/https://www.prnewswire.com/news-releases/instacart-acquires-unata-300582354.html |url-status=live }} In October 2021, Instacart acquired smart cart and checkout company Caper AI for $350 million.{{Cite news | url=https://venturebeat.com/business/instacart-acquires-smart-checkout-startup-caper-ai-for-350m/ | title=Instacart acquires smart checkout startup Caper AI for $350M | last=Wiggers | first=Kyle | work=VentureBeat | date=October 19, 2021 | access-date=August 9, 2023 | archive-date=August 10, 2023 | archive-url=https://web.archive.org/web/20230810230125/https://venturebeat.com/business/instacart-acquires-smart-checkout-startup-caper-ai-for-350m/ | url-status=live }} In September 2022, Instacart announced the acquisition of Eversight, an artificial intelligence pricing platform for brands and retailers.{{Cite news |title=Instacart acquiring AI-powered pricing, promotions platform |url=https://techcrunch.com/2022/09/01/instacart-is-acquiring-ai-powered-pricing-and-promotions-platform-eversight/ |first=Aisha |last=Malik |work=TechCrunch |date=September 1, 2022 |access-date=October 13, 2023 |archive-date=November 21, 2023 |archive-url=https://web.archive.org/web/20231121073558/https://techcrunch.com/2022/09/01/instacart-is-acquiring-ai-powered-pricing-and-promotions-platform-eversight/ |url-status=live }}{{Cite news |last=Bursztynsky |first=Jessica |title=Instacart acquires AI pricing platform Eversight |url=https://www.fastcompany.com/90784547/instacart-acquires-ai-pricing-platform-eversight |work=Fast Company |date=September 1, 2022 |access-date=September 2, 2022 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902160416/https://www.fastcompany.com/90784547/instacart-acquires-ai-pricing-platform-eversight |url-status=live }} Also in September 2022, the company acquired Rosie, an e-commerce platform for local and independent retailers and wholesalers.{{Cite news |last=Malik |first=Aisha |title=Instacart acquires Rosie to offer new e-commerce solutions for local and independent retailers |url=https://techcrunch.com/2022/09/07/instacart-acquires-rosie/ |work=TechCrunch |date=September 7, 2022 |access-date=December 22, 2022 |archive-date=December 22, 2022 |archive-url=https://web.archive.org/web/20221222185824/https://techcrunch.com/2022/09/07/instacart-acquires-rosie/ |url-status=live }}

Shopper Concerns

Instacart has approximately 600,000 shoppers on their platform. Instacart shoppers are independent contractors, and the majority of shoppers choose to shop less than 10 hours per week.{{Cite web |date=2023-06-08 |title=EXCLUSIVE: What Does the Instacart Shopper Community Value? |url=https://progressivegrocer.com/exclusive-what-does-instacart-shopper-community-value |access-date=2025-04-16 |website=Progressive Grocer |language=en}} In June 2015, Instacart began hiring some shoppers as part-time employees, known as in-store shoppers, starting with Chicago and Boston{{cite news |url=https://money.cnn.com/2015/06/22/technology/instacart-employee-option/ |title=The Uber effect: Instacart shifts away from contract workers |last=O'Brien |first=Sarah Ashley |publisher=CNN |date=June 22, 2015 |access-date=October 13, 2023 |archive-date=June 10, 2023 |archive-url=https://web.archive.org/web/20230610145458/https://money.cnn.com/2015/06/22/technology/instacart-employee-option/ |url-status=live }}{{Cite magazine |url=https://www.wired.com/2015/06/instacart-shoppers-can-now-choose-real-employees/ |title=Instacart Shoppers Can Now Choose to Be Real Employees |magazine=Wired |access-date=September 9, 2020 |archive-date=June 23, 2015 |archive-url=https://web.archive.org/web/20150623050515/https://www.wired.com/2015/06/instacart-shoppers-can-now-choose-real-employees/ |url-status=live }} and extending to shoppers in Atlanta, Miami, and Washington, D.C. the following month.{{Cite news | url=https://www.miamiherald.com/news/business/article27111022.html | title=Instacart offers its Miami 'Personal Shoppers' the option to become employees | work=Miami Herald | access-date=September 9, 2020 | archive-date=August 15, 2015 | archive-url=https://web.archive.org/web/20150815060537/https://www.miamiherald.com/news/business/article27111022.html | url-status=live }}

In March 2017, Instacart agreed to pay $4.6 million to settle a class action settlement stemming from the alleged misclassification of its personal shoppers as independent contractors. The suit, filed in March 2015, alleged 18 violations, including improper tip pooling and failure to reimburse workers for business expenses.{{Cite magazine | url=https://time.com/3748438/instacart-lawsuit/ | title=Lawsuit Claims Instacart 'Personal Shoppers' Should Be Classified as Employees | first=KATY | last=STEINMETZ | magazine=Time | date=March 18, 2015 | access-date=September 9, 2020 | archive-date=March 19, 2015 | archive-url=https://web.archive.org/web/20150319113650/https://time.com/3748438/instacart-lawsuit/ | url-status=live }}{{cite news|last=Del Rey|first=Jason|date=March 23, 2017|title=Instacart will pay $4.6 million to settle a class action lawsuit with its workers|work=Recode|url=https://www.recode.net/2017/3/23/14804094/instacart-settlement-class-action-lawsuit-workers|access-date=November 9, 2017|archive-date=April 30, 2019|archive-url=https://web.archive.org/web/20190430092238/https://www.recode.net/2017/3/23/14804094/instacart-settlement-class-action-lawsuit-workers|url-status=live}}

In November and December 2018, Instacart again changed its pay system for its personal shoppers; shoppers claimed this pay system resulted in substantially lower pay and boycotted. Instacart customers complained on social media that their orders were being delayed.{{cite news |last=Hanbury |first=Mary |date=December 4, 2018 |title=Instacart shoppers say that customers' orders are likely delayed because of frustration with the company's new payment system |work=Business Insider |url=https://www.businessinsider.com/instacart-shoppers-blame-delays-on-lower-pay-2018-12 |access-date=December 25, 2018 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801215924/https://www.businessinsider.com/instacart-shoppers-blame-delays-on-lower-pay-2018-12 |url-status=live }}{{cite news |last=Hanbury |first=Mary |date=December 4, 2018 |title=Instacart workers are threatening to boycott the company over a payment policy change that they say has cut their wages |work=Business Insider |url=https://www.businessinsider.com/instacart-shoppers-threaten-boycott-claim-lower-pay-2018-12 |access-date=December 25, 2018 |archive-date=November 6, 2020 |archive-url=https://web.archive.org/web/20201106013931/https://www.businessinsider.com/instacart-shoppers-threaten-boycott-claim-lower-pay-2018-12 |url-status=live }}{{cite news|last=Elejalde-Ruiz|first=Alexia|date=December 6, 2018|title='We're being mistreated': Instacart shoppers complain of pay cuts as company shifts to new model|work=Chicago Tribune|url=https://www.chicagotribune.com/business/ct-biz-instacart-shopper-complaints-20181206-story.html|url-access=subscription|access-date=December 25, 2018|archive-date=November 8, 2020|archive-url=https://web.archive.org/web/20201108095509/https://www.chicagotribune.com/business/ct-biz-instacart-shopper-complaints-20181206-story.html|url-status=live}}

On April 11, 2019, the company expanded its services to offering an on-demand option for its workers, in order to allow workers to work more flexible schedules.{{Cite news | url=https://www.pymnts.com/news/delivery/2019/instacart-on-demand-option/ | title=Instacart Loosens Availability Requirements For Shoppers With New On-Demand Option | last=Silman | first=Jon | work=PYMNTS.com | date=April 12, 2019 | access-date=May 8, 2019 | archive-date=November 8, 2020 | archive-url=https://web.archive.org/web/20201108003102/https://www.pymnts.com/news/delivery/2019/instacart-on-demand-option/ | url-status=live }} In February 2020, 15 Instacart in-store shoppers in Skokie, Illinois voted to form a trade union.{{Cite news |last=Gurley |first=Lauren Kaori |date=February 3, 2020 |title=Instacart Workers Win Historic Union Election |work=Vice |url=https://www.vice.com/en_ca/article/qjdvgm/instacart-workers-win-historic-union-election |access-date=February 6, 2020 |archive-date=September 28, 2020 |archive-url=https://web.archive.org/web/20200928163544/https://www.vice.com/en_ca/article/qjdvgm/instacart-workers-win-historic-union-election |url-status=live }}

From mid-March to mid-April 2020, during the COVID-19 pandemic, as a result of a surge in usage of the mobile app, Instacart hired an additional 300,000 workers to meet the surge in demand for grocery deliveries.{{Cite news |url=https://www.cnn.com/2020/03/23/tech/instacart-hiring/index.html |title=Instacart plans to hire 300,000 more workers as demand surges for grocery deliveries |last=O'Brien |first=Sara |publisher=CNN |date=March 23, 2020 |access-date=April 13, 2020 |archive-date=March 23, 2020 |archive-url=https://web.archive.org/web/20200323200556/https://www.cnn.com/2020/03/23/tech/instacart-hiring/index.html |url-status=live }}{{Cite news |title=Instacart's army of shoppers has exploded from 180,000 to 500,000 since the start of the pandemic — and some workers say it's making the job more difficult for everyone |last=Sonnemaker |first=Tyler |work=Business Insider |url=https://www.businessinsider.com/instacart-hiring-spree-coronavirus-working-conditions-worse-for-everyone-report-2020-5 |date=May 8, 2020 |access-date=May 14, 2020 |archive-date=May 8, 2020 |archive-url=https://web.archive.org/web/20200508194920/https://www.businessinsider.com/instacart-hiring-spree-coronavirus-working-conditions-worse-for-everyone-report-2020-5 |url-status=live }}{{Cite news |last=Perez |first=Sarah |url=https://techcrunch.com/2020/03/16/grocery-delivery-apps-see-record-downloads-amid-coronavirus-outbreak/ |title=Grocery delivery apps see record downloads amid coronavirus outbreak |date=March 16, 2020 |work=TechCrunch | archive-url=https://web.archive.org/web/20200527131229/https://techcrunch.com/2020/03/16/grocery-delivery-apps-see-record-downloads-amid-coronavirus-outbreak/ |archive-date=May 27, 2020 |url-status=live}}

Instacart workers threatened to strike on March 27, 2020 due to a lack of COVID-19 safety measures.{{Cite news |last=Pietsch |first=Bryan |title=Instacart workers are planning to strike until the company gives them hazard pay and safety gear |url=https://www.businessinsider.com/coronavirus-instacart-workers-plan-strike-demand-hazard-pay-safety-gear-2020-3 |work=Business Insider |date=March 27, 2020 |access-date=June 21, 2023 |archive-date=June 21, 2023 |archive-url=https://web.archive.org/web/20230621210548/https://www.businessinsider.com/coronavirus-instacart-workers-plan-strike-demand-hazard-pay-safety-gear-2020-3 |url-status=live }} Workers demanded hazard pay and personal protective equipment.{{Cite news |last1=Olson |first1=Alexandra |last2=Anderson |first2=Mae |date=March 30, 2020 |title=Some Instacart, Amazon workers strike as jobs get riskier |publisher=ABC News |agency=Associated Press |url=https://abcnews.go.com/Business/wireStory/instacart-workers-seek-strike-jobs-busier-riskier-69866653 |access-date=April 10, 2020 |archive-date=December 9, 2020 |archive-url=https://web.archive.org/web/20201209014204/https://abcnews.go.com/Business/wireStory/instacart-workers-seek-strike-jobs-busier-riskier-69866653 |url-status=live }} In early April 2020, Instacart began providing safety kits to workers.{{Cite magazine | url=https://www.wired.com/story/instacart-delivery-workers-still-waiting-safety-kits/ | title=Instacart Workers Are Still Waiting for Those Safety Supplies | first=ARIELLE | last=PARDES | magazine=Wired | date=April 18, 2020 | access-date=May 14, 2020 | archive-date=April 18, 2020 | archive-url=https://web.archive.org/web/20200418191355/https://www.wired.com/story/instacart-delivery-workers-still-waiting-safety-kits/ | url-status=live }} In May, workers reported being denied sick leave despite quarantining under the advice of a doctor. Instacart required that workers either get a positive COVID-19 test or be under a mandatory quarantine by a public health agency or other government agency.{{Cite news |url=https://www.cnet.com/tech/mobile/an-artificially-high-bar-instacarts-covid-sick-leave-is-hard-to-get/ |title='An artificially high bar': Instacart's COVID-19 sick leave is hard to get | first=Dara | last=Kerr | publisher=CNET | date=May 20, 2020}}{{Cite news | url=https://www.theverge.com/21267669/instacart-shoppers-sick-extended-pay-quarantine-leave-coronavirus | title=The human cost of Instacart's grocery delivery | first=Russell | last=Brandom | work=The Verge | date=May 26, 2020 | access-date=January 14, 2022 | archive-date=January 14, 2022 | archive-url=https://web.archive.org/web/20220114160319/https://www.theverge.com/21267669/instacart-shoppers-sick-extended-pay-quarantine-leave-coronavirus | url-status=live }} By June, Instacart changed its sick leave rules in an agreement reached by it and D.C. Attorney General, Karl Racine. Under the agreement, Instacart provided paid leave to workers who were clinically diagnosed with COVID-19 by a doctor or other medical professional along with those who had a household member contract COVID-19. The agreement also provided access for workers to telemedicine services.{{Cite news | url=https://www.theverge.com/2020/6/2/21278359/instacart-sick-pay-gig-workers-dc-ag-telemedicine-childcare | title=Instacart will expand sick pay to more gig workers | first=Russell | last=Brandom | work=The Verge | date=June 2, 2020 | access-date=January 14, 2022 | archive-date=January 14, 2022 | archive-url=https://web.archive.org/web/20220114160319/https://www.theverge.com/2020/6/2/21278359/instacart-sick-pay-gig-workers-dc-ag-telemedicine-childcare | url-status=live }}{{Cite news |url=https://www.forbes.com/sites/chloesorvino/2021/01/27/instacart-survived-covid-chaos---but-can-it-keep-delivering-after-the-pandemic/ |title=Instacart Survived Covid Chaos — But Can It Keep Delivering After The Pandemic? |work=Forbes |date=January 27, 2021 |url-access=limited |access-date=May 30, 2021 |archive-date=May 28, 2021 |archive-url=https://web.archive.org/web/20210528121650/https://www.forbes.com/sites/chloesorvino/2021/01/27/instacart-survived-covid-chaos---but-can-it-keep-delivering-after-the-pandemic/ |url-status=live }}

In January 2021, Instacart announced a $25 stipend to provide financial assistance to company shoppers who choose to get the COVID-19 vaccine.{{Cite news |title=Instacart offers $25 stipend for shoppers who take the COVID-19 vaccine |url=https://www.cnet.com/health/instacart-offers-25-stipend-for-shoppers-who-take-the-covid-19-vaccine/ |first=Ryan |last=Crist |publisher=CNET |date=January 14, 2021 |access-date=January 21, 2021 |archive-date=February 18, 2021 |archive-url=https://web.archive.org/web/20210218151146/https://www.cnet.com/health/instacart-offers-25-stipend-for-shoppers-who-take-the-covid-19-vaccine/ |url-status=live }}{{Cite news | title=Instacart to provide $25 vaccine stipend for gig-work shoppers | url=https://www.sfchronicle.com/business/article/Instacart-to-provide-25-vaccine-stipend-for-15871610.php | first=Chase | last=DiFeliciantonio | work=San Francisco Chronicle | date=January 15, 2021 | url-access=limited | access-date=January 21, 2021 | archive-date=March 1, 2021 | archive-url=https://web.archive.org/web/20210301112110/https://www.sfchronicle.com/business/article/Instacart-to-provide-25-vaccine-stipend-for-15871610.php | url-status=live }} In January 2021, the company announced plans to lay off nearly 2,000 in-store employees, Instacart said that the layoffs were due to stores increasingly using Instacart to have consumers place orders, but have their own employees fulfill the order instead of Instacart's workforce, reducing reliance on Instacart's in-store shoppers.{{Cite news |url=https://www.vice.com/en/article/7k9deg/instacart-says-it-will-lay-off-all-of-its-unionized-workers |title=Instacart will lay off all of its unionized workers |first=Lauren |last=Kaori Gurley |work=Vice Media |date=January 21, 2021 |access-date=January 21, 2021 |archive-date=January 21, 2021 |archive-url=https://web.archive.org/web/20210121184606/https://www.vice.com/en/article/7k9deg/instacart-says-it-will-lay-off-all-of-its-unionized-workers |url-status=live }}{{Cite news |url=https://www.cnn.com/2021/01/21/tech/instacart-marianos-kroger/index.html |title=Instacart is cutting more than 1,800 jobs, including its only unionized workers |last=O'Brien |first=Ashley |publisher=CNN |date=January 21, 2021 |access-date=January 22, 2021 |archive-date=January 22, 2021 |archive-url=https://web.archive.org/web/20210122132214/https://www.cnn.com/2021/01/21/tech/instacart-marianos-kroger/index.html |url-status=live }}{{Cite news | title=Instacart Expands Curbside Pickup Options for Retailers | url=https://thespoon.tech/instacart-expands-curbside-pickup-options-for-retailers/ | first=Chris | last=Albrecht | work=The Spoon | date=January 22, 2021 | access-date=February 1, 2021 | archive-date=January 30, 2021 | archive-url=https://web.archive.org/web/20210130101807/https://thespoon.tech/instacart-expands-curbside-pickup-options-for-retailers/ | url-status=live }}