Instacart Launches Cart Discovery Tool

Consumers can shop lists from celebrities, retailers and creators.

August 29, 2022

SAN FRANCISCO—Instacart announced the launch shopping content and experiences across its Instacart App, oriented around discovery. The new in-app shopping experience, Carts, features shopping lists from pop culture personalities, retailers and creators. Carts can range from Self Care Sunday and Late Night Noms to Date Night.

“These curated Carts, surfaced in the newly launched Home Feed at the center of the Instacart App, will help customers see the possibilities of how others’ Carts can inspire their world and get their new discoveries delivered to their doorstep in as fast as an hour,” wrote Instacart in a statement.

Instacart is kicking off the new content with a campaign dubbed “The World is Your Cart,” featuring GRAMMY Award-winning singer Lizzo and her shoppable cart.

Instacart unveiled “The World is Your Cart” campaign yesterday in a full-page center spread advertisement in The New York Times Sunday Edition featuring Lizzo and the campaign creative. Instacart is also an official sponsor of the 2022 MTV Video Music Awards, where the campaign’s film will premiere, following an onstage performance by Lizzo. The campaign will also include multiple activations across linear TV, OTT and OLV channels, print, podcasts and streaming audio, and paid and organic social media.

“‘The World is Your Cart’ is a rallying cry that reminds us of the abundant possibilities of each product we add to our Carts and satiates our curiosity by enabling others’ Carts to spark our own creativity,” said Laura Jones, chief marketing officer at Instacart. “In addition to capturing these possibilities across our new creative platform, we’re making them a reality by offering consumers the chance to discover new things across the Instacart App—so you can browse, be inspired and turn that inspiration into reality by getting your items delivered to your door in as fast as an hour.”

Instacart is also expanding its Shoppable Recipes integration launched earlier this year. Now more recipe creators and food-focused developers can make their websites commerce-enabled. With the integration of Recipe Maker, publishers and bloggers can now make their websites instantly shoppable on Instacart with a few clicks.

Instacart is also adding monetization tools for its content partners. The company is launching Instacart Tastemakers, an affiliate network for creators, publishers and developers so that they can monetize purchases that their audiences make on Instacart.