Grocery shopping has changed in the past decade. What once required a trip to the store can now be done from a phone or computer in a few minutes.

Instacart is one of the most widely used platforms for ordering groceries online. It connects people who want to buy groceries with others who shop and deliver the items on their behalf.

This guide explains what Instacart is, how it works for customers, shoppers, and stores, and what to expect in terms of availability, fees, and functionality.

What Is Instacart

Instacart is an online grocery delivery and pickup service founded in 2012. It allows customers to order groceries from local stores through a website or app, which are then fulfilled by personal shoppers. Instacart operates as a technology platform, not a grocery store, connecting customers, retailers, and shoppers.

The company works across more than 13,000 cities in the United States and Canada, reaching over 95% of U.S. households and around 90% of Canadian households. This wide coverage makes it accessible in both large cities and many suburban areas.

Key features of Instacart include:

• On-demand delivery: Same-day grocery delivery from nearby stores

• Personal shoppers: Trained individuals who select and deliver items

• Multiple retailers: Access to various grocery stores in one platform

• Real-time updates: Live order tracking and communication with shoppers

How Does Instacart Work For Customers

Using Instacart as a customer involves four main steps: signing up, selecting items, scheduling delivery, and tracking your order.

Sign Up And Choose Your Store

To get started with Instacart, customers create an account on the website or mobile app by providing basic information like email address and zip code. After signing up, they can browse stores available in their area including grocery chains, pharmacies, pet stores, and specialty retailers.

Each store on Instacart has its own virtual storefront showing available products. Customers can shop from multiple stores in one session, though each store's order is processed separately.

Build Your Cart And Review Pricing

Once a store is selected, customers can browse products by category or search for specific items. The platform displays photos, descriptions, and prices for each product.

It's important to note that prices on Instacart may differ from in-store prices. Some retailers set higher prices on the platform to cover service costs. Instacart clearly indicates this pricing policy on each store's page.

When adding items to their cart, customers can:

• Set substitution preferences for out-of-stock items

• Add notes for specific product selections (like "ripe bananas")

• View nutritional information and ingredients

• Compare similar products

Schedule Instacart Delivery Or Pickup

At checkout, customers choose between delivery and pickup options. Delivery can be scheduled for the same day (often within hours) or for a future date. Pickup allows customers to collect their pre-shopped order from the store without waiting in checkout lines.

Delivery windows typically range from one to two hours. Pricing for delivery varies based on:

• Order size

• Delivery time (peak hours cost more)

• Distance from the store

• Membership status (Instacart Express members get free delivery on orders over $35)

Track Your Order In Real Time

After placing an order, customers can monitor its progress through the app or website. The platform shows when a shopper starts collecting items and provides real-time updates throughout the process.

Communication options include:

• Direct messaging with your shopper

• Approving or rejecting substitutions for out-of-stock items

• Receiving notifications when the shopper is heading to checkout

• Getting alerts when delivery is on the way

This real-time tracking and communication system helps address one of the main concerns with online grocery shopping: ensuring you get exactly what you want.

How Does Instacart Work For Shoppers

Instacart shoppers are the people who fulfill customer orders. There are two types: full-service shoppers (who shop and deliver) and in-store shoppers (who only shop).

Becoming An Instacart Shopper

To work as an Instacart shopper, individuals download the Instacart Shopper app (different from the customer app) and complete an application at instacartshopper.com. The process includes:

• Providing personal information

• Consenting to a background check

• Completing a basic orientation

• Setting up payment details

Full-service shoppers need a reliable vehicle and smartphone, while in-store shoppers only need a smartphone. This application process is what people are looking for when searching "instacart shopper website" or "instacart com shopper."

Accepting And Fulfilling Orders

Once approved, shoppers receive notifications about available orders in their area. Each order shows:

• The store location

• Number of items

• Estimated payment

• Delivery distance (for full-service shoppers)

Shoppers use the app to guide them through the store, scanning items as they shop. If products are unavailable, they can suggest substitutions or contact the customer through the app.

For full-service shoppers, after completing the shopping, they deliver the order to the customer's address and confirm delivery through the app.

Shopper Payment Structure

Instacart shoppers earn money based on their role:

Full-service shoppers typically earn a base payment per order plus 100% of customer tips. Payment varies based on factors like order size, distance, and regional demand.

How Does Instacart Work For Stores

Retail stores partner with Instacart to offer online ordering and delivery without building their own e-commerce infrastructure.

Store Integration Process

When a store joins Instacart, they go through an integration process that includes:

• Setting up their digital storefront on the platform

• Connecting inventory systems to show accurate product availability

• Training staff on handling Instacart orders

• Establishing pricing strategies for online sales

This partnership allows stores to reach online shoppers without investing in delivery vehicles or hiring their own delivery staff.

Product Management And Pricing

Stores control their product listings and pricing on Instacart. They can:

• Update product information and images

• Set special promotions or discounts

• Adjust prices (which may differ from in-store prices)

• Manage inventory to reflect real-time availability

Many retailers use Instacart's data insights to understand customer preferences and adjust their offerings accordingly.

Order Processing And Fulfillment

When a customer places an order, the store receives it through Instacart's system. Depending on the partnership model, either:

• An Instacart shopper enters the store to collect items, or

• Store employees prepare the order for pickup by an Instacart delivery person

This system allows stores to increase sales volume without significantly changing their operations or hiring additional staff.

Where Is Instacart Available

Instacart operates throughout the United States and Canada, covering both urban and many suburban areas. The service is available in all 50 U.S. states and across all Canadian provinces.

To check if Instacart delivers to a specific location, users can enter their zip code on the website or app. This shows available stores and delivery options in that area.

The platform serves different types of locations:

• Major cities with numerous store options

• Suburban areas with regional and national chains

• College towns with campus-specific services

• Some rural communities with limited store selection

Instacart continues to expand its coverage, regularly adding new locations and retail partners to its network.

What Are The Costs And Fees

Using Instacart involves several types of costs that vary based on order details and membership status.

Standard Fees

The basic fee structure for Instacart includes:

• Delivery fee: Starts at $3.99 for same-day orders over $35

• Service fee: Typically 5% of the order total

• Heavy fee: Additional charge for bulky or heavy items

• Priority fee: Optional payment for faster delivery

Product prices on Instacart may be higher than in-store prices. This markup is set by the retailer, not Instacart, and varies by store.

Instacart Express Membership

Instacart offers a subscription called Instacart Express (sometimes called Instacart+) that costs $9.99 monthly or $99 annually. Benefits include:

• Free delivery on orders over $35

• Reduced service fees

• No surge pricing during busy times

• Exclusive promotions and offers

For frequent users who order at least twice a month, this membership can provide significant savings over standard fees.

Tipping Guidelines

Tipping is optional but customary for Instacart shoppers. The app suggests a default tip of 5% of the order total, which customers can adjust before or after delivery.

Tips go directly to the shopper who fulfilled the order. Many shoppers rely on tips as a substantial portion of their income, similar to restaurant servers or delivery drivers.

Benefits And Drawbacks

Like any service, Instacart has advantages and disadvantages for all parties involved.

Advantages For Customers

Instacart provides several benefits for shoppers:

• Time savings: Eliminates time spent traveling to stores and waiting in checkout lines

• Convenience: Shop from home, work, or anywhere with internet access

• Store variety: Access multiple retailers through one platform

• Special needs accommodation: Helpful for those with mobility issues or busy schedules

The platform also offers features like saved shopping lists and the ability to reorder previous purchases with one click.

Advantages For Stores

Retail partners benefit from Instacart through:

• Expanded customer reach without delivery infrastructure

• Increased sales volume and basket sizes

• Valuable data on customer preferences

• Competitive positioning against online-only retailers

For smaller stores, Instacart provides technology that would be prohibitively expensive to develop independently.

Common Concerns

Some challenges and limitations of the Instacart model include:

• Higher costs: Fees and potential markups increase the total cost compared to in-store shopping

• Product selection: Shoppers may not choose items exactly as customers would

• Availability issues: Out-of-stock items and substitutions can be frustrating

• Delivery timing: Delays can occur during peak hours or bad weather

Understanding these tradeoffs helps users decide when Instacart makes sense for their specific needs.

Tips For Getting The Most From Instacart

To maximize the Instacart experience and manage costs effectively, consider these strategies:

Compare Stores And Offers

Different stores on Instacart may have different prices for the same items. Taking time to compare can lead to significant savings.

Look for:

• Weekly digital coupons in the app

• Store-specific promotions

• Bundle deals on frequently purchased items

• Lower delivery fees at certain stores

Optimize Order Timing

The cost of Instacart delivery varies based on demand. To save money:

• Order during off-peak hours (weekday mornings or early afternoons)

• Schedule deliveries in advance rather than requesting immediate delivery

• Combine multiple needs into fewer, larger orders to reduce per-order fees

• Check for lower-fee delivery windows before finalizing checkout

Use Membership Benefits Effectively

If you have Instacart Express, maximize your subscription by:

• Placing orders that meet the free delivery threshold ($35)

• Taking advantage of member-only promotions

• Using the service regularly enough to offset the membership cost

• Adding family members to your account (where available)

Understanding The Instacart Ecosystem

Instacart represents a digital transformation of traditional grocery shopping. The platform creates a three-sided marketplace connecting customers, shoppers, and stores in a way that provides value to each group.

For customers, Instacart offers convenience and time savings. For shoppers, it provides flexible earning opportunities. For stores, it enables digital sales without building delivery infrastructure.

This interconnected system relies on technology to coordinate inventory, shopping, delivery logistics, and communication. The platform's success depends on balancing the needs and experiences of all three stakeholders.

As online grocery shopping continues to grow, understanding how Instacart works helps customers make informed decisions about when and how to use the service most effectively.

FAQs About Instacart Delivery

How do refunds work for missing or damaged items?

Instacart offers refunds for missing, damaged, or incorrect items through their satisfaction guarantee. Customers can report issues in the app within 7 days to receive account credits or direct refunds to their payment method.

Can I order from multiple stores in a single delivery?

Instacart allows ordering from multiple stores, but each store will be processed as a separate order with its own delivery fee and shopper. For the most cost-effective experience, consider using Instacart Express if you frequently order from multiple retailers.

What happens if the shopper cannot find an item I requested?

When an item is unavailable, your shopper will either select a replacement based on your preferences or contact you for guidance. You can set default substitution preferences for each item when placing your order or respond to real-time notifications during shopping.

How do I become an Instacart shopper if I want to earn money?

To become an Instacart shopper, visit instacartshopper.com, complete the application process, pass a background check, and attend virtual orientation. Full-service shoppers need a reliable vehicle and smartphone, while in-store shoppers only require a smartphone.

Does Instacart deliver alcohol and prescription medications?

Instacart delivers alcohol in select locations where legally permitted, requiring ID verification upon delivery. For prescriptions, Instacart partners with certain pharmacies to offer medication delivery, though availability varies by location and requires additional verification steps.