Our economic impact

We aren’t just transforming the retail industry; we’re an economic driver and job creator in communities across the country.

Instacart’s economic footprint


Cities in North America served by Instacart*


National, regional and local retail brand partners*


Stores available on our platform*


In-store and full-service Instacart shoppers across the U.S.*


Net new retail grocery jobs we created during the early stages of the pandemic**

$0.5+ Billion

Annualized retail grocery revenue growth we generated during the early stages of the pandemic**

*As of July 2022

**2021 Instacart Retail Impact Study; Dr. Robert Kulick, NERA Economic Consulting

Creating opportunities and growing the economy

Instacart has had a significant impact on the U.S. brick-and-mortar grocery industry and the American economy – helping generate grocery employment, revenue, and wage growth across the grocery industry.  Since 2013, Instacart has helped create 186,000 grocery jobs and $6.4+ billion in additional grocery revenue*.

“The ‘Instacart Effect’—the causal relationship between Instacart’s growth and the growth of the grocery industry—is a national phenomenon benefitting retailers, workers, consumers, and local economies.”

Dr. Robert Kulick, NERA Economic Consulting; 2021 Instacart Retail Impact Study*

Learn more about Instacart’s positive impact on America’s grocery industry

Learn more

Helping to amplify small and emerging consumer brands

At Instacart, we believe in helping small consumer brands thrive. In 2021, Instacart launched the Instacart Ads Initiative, designed to support historically underrepresented, emerging brands directly within the Instacart Marketplace. To date, Instacart has committed up to $1 million to support emerging Black-owned and founded consumer packaged goods brands (CPGs) and $1 million to women-owned CPGs with prominent advertising placement on the Instacart marketplace. As part of our ongoing commitment to prioritize Diversity, Equity, and Belonging, the Instacart Ads Initiative offers emerging brands the opportunity to reach a broader audience in the digital aisles with prominent advertising placement among millions of items available from the more than 750 national, regional and local retailers featured on the Instacart Marketplace.

“I am excited to build upon our partnership with Instacart through this initiative. To create systemic diversity, equity and inclusiveness within the CPG food and beverage space, it’s imperative that more companies show this kind of action-oriented support to underrepresented founders. I’m grateful that Instacart is taking this step and hope it inspires even more companies with similar platforms to follow.”

Denise Woodard, Founder and CEO, Partake Foods

“Founded by parents, Kidfresh creates versions of classic, kid-favorite foods with quality, healthy ingredients. As an emerging kids’ frozen food brand, gaining brand awareness and introducing ourselves to new audiences is a key priority. Instacart Ads has helped us reach the millennial parents and families we’re creating these products for. By leveraging Instacart Ads’ new display products, we were able to drive household penetration and increase our sales.”

Lindsay Kaden, VP Marketing & Innovation, Kidfresh

“I’m so glad to see Instacart taking an actionable step to invest in the work women are doing in the food and beverage industry, from designing innovative products to creating delicious and healthy alternatives for favorite family recipes. At Twrl Milk Tea, we’re focused on doing just that, using quality, ethically-sourced ingredients to create a healthy and delicious version of a quintessential beverage drawn from our Asian heritage. We’re looking forward to partnering with Instacart to amplify this work.”

Pauline Ang, Founder and CEO, Twrl Milk Tea