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Instacart Business Model: How Instacart Works and Generates Revenue


Instacart has inspired many grocery businesses to take their business online. Many entrepreneurs search for an Instacart business model to how Instacart works and generates revenue. If you aim to give a digital touch to your business and differentiate your business from others, then this article will definitely prove helpful.

Instacart is a tech-driven platform that provides same-day grocery delivery service to customers on their demand. The platform provides customers with a new way to identify and buy groceries. Moreover, it provides retailers with a new way to sell groceries. Instacart recently partnered with Canada’s top five grocers, adding ten new retailers to the list.

The grocery delivery brand has partnered with Giant Tiger, Metro, Galleria Supermarket, and more; this partnership has helped the company expand same-day delivery countrywide. A leading retail company in North America partners with stores including Costco and Whole Foods Market, offering delivery in one hour from local stores.

Customers can choose from millions of products and can have their products delivered right to their doorsteps. Looking to start your grocery business online? Have insight into an Instacart business model to know how Instacart works and makes money. But before that, let’s have a quick look over the success story of the brand right here.

Instacart Success Story

An American company, Instacart, operates a grocery delivery and pick-up service in Canada and the United States. The company provides its services grocery ordering and delivery service via a website and mobile app. The platform enables users to order groceries from participating vendors, with the shopping being accomplished by a personal shopper.

On-demand grocery delivery company offers its service across 5,500+ cities across Canada and US. Instacart says that it has partnered with more than 40,000 stores to complete millions of deliveries. Customers can easily order more than 500 million products from nearby local grocers chains.

Besides this, the company has built a network of delivery agents who pick up groceries for customers and delivers them right to customers’ places. Customers just have to browse and order items to get them delivered within an hour.

How Does Instacart Work?

Instacart is a grocery delivery and online shopping platform that has partnered with many retailers. Customers can use the website, Android app, or iOS app to order day-to-day essentials; they can choose to go with instant delivery or schedule orders as per their requirements. Instacart connects shoppers to different stores, where they shop for groceries as per their requirements.

Instacart partners with Whole Food Market to offer one-hour delivery across 15 major U.S. cities. On-demand grocery delivery platforms offer one-hour delivery in San Francisco, whereas two-hour deliveries in Boston and Chicago. Check a few important steps to know how Instacart works:

  • Customers can quickly sign up and log in to the platform
  • Customers can browse the list and order items as per their requirement
  • Retailers get the order details, pack the items and hand them over to the delivery agent
  • The delivery agents deliver the items to customers’ doorsteps
  • Customers can make payments and rate the shop and delivery agent

Tip paid in cash in real-time goes to the shopper, and the bonuses provided to the shopper during checkout get collected in the Instacart account; this amount is paid to delivery providers at the end of the week. Now you might understand how Instacart works and makes money; you can invest in a deliver anything app that follows the same workflow. If you aim to know more about the Instacart business model, dive deeper right here.

Instacart Business Model: How Instacart Works to Provide Amazing Experience?

Instacart expands its delivery service in Canada, reaching around 90% of households. The Instacart business model revolves around “subscription commerce.” In this model, customers pay a fixed fee for the delivery of groceries, giving them flexibility and eliminating the requirement to move to grocery stores.

Instacart tech platform connects consumers with shoppers near to them. The concept of the Instacart business model is to simplify the process of grocery shopping for people who have a busy schedule and don’t have time to go shopping for day-to-day essentials. Instacart is the top grocery delivery service that benefits different segments.

Value Proposition:

  • Great inventory
  • Easy tie-ups with current supermarkets
  • Willing part-time workers and their cars
  • No warehouses
  • Quick grocery delivery services
  • No shiny delivery trucks

Customer Segments of Instacart:


  • Customers can use a digital platform to order groceries from stores of their choice
  • Users can choose to pay online for orders and tip the delivery agent in advance during checkouts
  • Consumers can choose to order from their smart device using a web-based interface
  • Users can easily get day-to-day essentials instantly to schedule orders for specific times and day
  • One can order by combining items from any of the stores
  • Option to buy from available stores in the nearby area


  • Delivery agents can receive orders to their smart device
  • Shoppers are near the store to save time
  • Shoppers pick up items and deliver them to customers
  • Shoppers are often provided with tips


  • Stores can tie up with Instacart to provide excellent customer service
  • Outlets can increase their revenue through online sales through Instacart

As stated above, the Instacart business model provides great convenience to consumers; this is what most people are looking for. The grocery delivery company faces great competition from others in the market; however, Instacart is the predominant company in the online grocery delivery market. You can even achieve success with a digital solution from White Label Fox and get a quote and more information right away.

Instacart Revenue Model: How Does it Make money?

Instacart led in grocery delivery with more than 63% of the market share, followed by Amazon and Shipt with 25% and 6% market share. The grocery delivery business follows an effective way to make money; you can even choose to follow the Instacart revenue model to drive more profit to your table.

The main aspect for any business is a revenue stream; businesses can’t function if they don’t have a regular money flow. However, the profit must be higher compared to the recurring costs that the enterprise makes; not doing so can result in ending up with a loss.

Sustainability is a significant factor in keeping business running; revenue aids sustainability with efficiency. You can follow Instacart’s revenue model as the company generates great revenue from different channels; it earns from stores and users.

Delivery Fee

Instacart charges for every order which is above the value of $35. Customers need to pay a standard delivery fee of $3.99 if they schedule the order or for a 2-hour delivery, while they need to pay around $5.99 for 1-hour delivery.

Membership Fee or Instacart Express

Instacart offers membership, “Instacart Express,” for only $99. Consumers with this express plan get free groceries for a year. It is a subscription service that regular customers can choose to go with. Customers can receive free deliveries in exchange for monthly or annual delivery charges. Advantages of going with Instacart Express include:

  • No delivery fees on order
  • Reduction in service fees
  • Eliminate the need to pay a surge price

Just like other subscription services, users can choose to cancel the membership whenever they want; it grants the customers flexibility they are looking for. However, the delivery time remains the same. Subscription is one of the proven ways to have a lucrative revenue stream, helping grocery delivery brands to generate high income; it can even encourage customers to order more.

Mark up Prices

Stores can promote their product on Instacart in exchange for 15% of the mark-up price. The grocery delivery platform culminates buyers, shoppers, and sellers, helping them execute more shipments. It uses the customer volume to generate sales, and brands can buy ads on the platform. These advertisements grant advertisers visibility, resulting in increasing the likeliness of making sales.

How Does Instacart Drive More Consumers?

Instacart opts for different ways to drive more customers; a few of them are:

  • Word of Mouth Advertising
  • Engaging offers
  • Internet Marketing
  • Free first delivery

You can even choose to go with any of the above-listed ways to drive more customers for your grocery ordering and delivery business. The list doesn’t finish here; there are many other ways that help you drive more sales and customers.

Online Grocery Delivery Business Have Great Future Ahead!

Undoubtedly grocery ordering and delivery businesses have an amazing future ahead because most people these days demand a convenient and easier way to get all their daily essentials. By promising quick delivery, Instacart has become the leading grocery delivery giant in the market.

You can even achieve the same success by choosing to invest in an on-demand grocery delivery app that helps you cater to the growing needs of today’s modern customers efficiently. Remember, constant development is crucial for keeping your grocery delivery app relevant.

However, with the changing time, Instacart has successfully evolved its business model and gained more customers. The company has experienced a drastic increase in its sales during the COVID-19 spread. We hope this article might help you understand how Instacart works and makes money.

Following the Instacart business model for your grocery delivery business can help you gain a top position in the on-demand segment. If you dream of being the leading grocery delivery brand in the market, it’s time to take action. White Label Fox can help you with the same, to get more information contact us at:

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Smith Joe, an experienced content writer, enjoys sharing his thoughts on various online delivery firms, eCommerce, on-demand business models, and so on. Furthermore, he has assisted numerous entrepreneurs by providing them with advice on Internet enterprises and their influence on the market.