Instacart connects customers, shoppers, and grocery stores through a single app - customers order groceries online, shoppers pick and deliver those orders, and stores provide the inventory without managing their own delivery logistics. It's a three-sided marketplace that has fundamentally changed how millions of people get their groceries.

Whether you're considering becoming a shopper, thinking about ordering for the first time, or exploring Instacart as a sales channel for your brand, this guide covers how the platform works from every angle.

What Is Instacart

Instacart is a grocery delivery app that connects customers with personal shoppers who pick items from local stores and deliver them to your door. The platform works as a three-sided marketplace: customers place orders through the app, shoppers accept those orders and fulfill them by shopping in-store, and retail partners provide the inventory. Instacart handles everything in between - from browsing products to real-time communication, checkout processing, and delivery logistics.

The easiest way to think about it is as a middleman that makes grocery delivery work without any single party managing the entire operation. Stores don't have to build delivery fleets. Shoppers get flexible work. Customers get groceries without leaving home.

• Instacart meaning: An on-demand grocery delivery and pickup platform operating across the United States and Canada

• How the marketplace works: Customers browse and order, shoppers pick and deliver, stores supply products

• Store availability: Partners with major chains like Costco, Kroger, Safeway, and Publix, plus many local and regional retailers

  
  

How Does Instacart Work for Customers

The customer side of Instacart follows four main steps, from creating an account to receiving your groceries. Each step happens through the app or website.

1. Sign up and choose your store

Creating an account takes a few minutes. You enter your delivery address, and the app shows which stores deliver to your area. Store availability varies by location, someone in Chicago might see different options than someone in a smaller town thirty miles away. This is worth checking before you get too excited about a particular retailer.

2. Build your cart and review pricing

Browsing works like any online shopping experience. You search for items, add them to your cart, and keep going until you're done. One thing to know upfront: prices on Instacart often run higher than in-store prices. Retailers set their own pricing for the platform, and many add a markup. The app shows item availability, though stock levels can change between when you order and when your shopper arrives at the store.

3. Schedule Instacart delivery or pickup

Delivery windows range from as fast as one hour to scheduled slots days in advance. Faster delivery typically costs more. Many stores also offer pickup, where a shopper fulfills your order and you drive to collect it yourself. Pickup skips the delivery fee while still saving you the time of walking the aisles.

4. Track your order in real time

Once a shopper accepts your order, you can watch their progress in the app. This is where things get interactive. If an item is out of stock, your shopper messages you directly to suggest a replacement. You can approve the substitution, request something different, or get a refund for that item. All of this happens while your shopper is still in the store, so decisions happen quickly.

How Does Instacart Work for Shoppers

The shopper side of Instacart operates on a gig economy model. People sign up to shop and deliver orders on their own schedule, earning money per completed batch.

How to become an Instacart shopper

Signing up requires being at least 18 years old, having a smartphone, and being able to lift around 50 pounds. Instacart runs a background check on all applicants. Most people complete onboarding and start accepting orders within a few days, though approval times depend on how many shoppers are already active in your area.

Full-service shoppers vs in-store shoppers

Instacart offers two distinct roles with different requirements.

Full-service shoppers have more flexibility and earning potential but also cover their own gas and vehicle expenses. In-store shoppers work scheduled shifts at a single location without needing a car.

Accepting and fulfilling orders

Shoppers go "online" in the app to see available batches. A batch is Instacart's term for an order or group of orders. Each batch shows the store, item count, estimated earnings, and delivery distance before you accept it. Shoppers choose which batches to take—there's no obligation to accept anything.

After accepting, the app guides you through the store. It lists every item, often with aisle numbers and shelf locations. You scan products as you shop to confirm you're grabbing the right things. When something is out of stock, you can suggest a replacement through the app or message the customer directly. Once everything is picked, you check out using a digital Instacart payment card, then deliver to the customer's address.

Instacart shopper payment and earnings

Earnings come from two sources: batch payments and tips. Batch payments vary based on order size, item count, and delivery distance. Tips come directly from customers and often make up a significant portion of total earnings. Instacart pays shoppers weekly through direct deposit.

Because shoppers are independent contractors rather than employees, they handle their own taxes and expenses. Gas, car maintenance, and phone costs all come out of pocket.

How Does Instacart Work for Stores

Retailers partner with Instacart to offer delivery without building their own logistics operation. The store provides products and pricing while Instacart handles everything else.

Store integration and partnership process

Stores work with Instacart to connect their product catalogs and, in some cases, their inventory systems. The depth of integration varies. Some partnerships are basic - just a product listing on the platform. Others include real-time inventory syncing and dedicated areas in the store for Instacart order staging.

Product listing and inventory management

Retailers typically control their own product information: descriptions, images, and prices. Keeping inventory data accurate is an ongoing challenge. When inventory doesn't sync properly, customers order items that are actually out of stock, leading to substitutions or refunds. This creates friction for everyone involved.

Order processing and fulfillment

When a customer places an order, Instacart routes it to available shoppers nearby. The store's role at this point is mostly passive. Shoppers enter, grab a cart, shop the order, and check out like any other customer - except they use an Instacart payment card instead of their own money. High-volume locations sometimes have dedicated Instacart checkout lanes or staging areas to keep things moving.

Where Is Instacart Grocery Delivery Available

Instacart operates throughout the United States and Canada, but availability depends entirely on retail partner locations. A zip code with multiple grocery chains will have more options than one with a single small store.

• Major cities: Usually offer multiple store options with delivery windows as fast as one hour

• Suburban areas: Generally good coverage, though fewer store choices than urban centers

• Rural areas: Availability varies widely - some rural zip codes have service, many do not

The only reliable way to check is entering your address in the Instacart app. Coverage can differ between neighboring towns.

Instacart Costs and Fees Explained

Beyond the price of groceries, Instacart charges several fees. Knowing what to expect helps you understand your actual total before checkout.

Standard delivery and service fees

Three main fees appear on most orders:

• Delivery fee: Ranges from a few dollars to $10 or more depending on delivery speed and order size. Priority delivery costs more than standard windows.

• Service fee: A percentage of your order subtotal, typically around 5%. This fee supports the platform's operations.

• Heavy item fee: Applied to bulky products like cases of water, large bags of pet food, or other items that require extra effort to transport.

Instacart Express membership

Instacart offers a subscription called Instacart+ (formerly Express) that waives delivery fees on orders above a minimum threshold. The membership costs an annual or monthly fee. Whether it makes sense depends on how often you order - frequent users save money, while occasional shoppers likely won't recoup the cost.

Tipping guidelines for your shopper

Tips go directly to shoppers and represent a meaningful part of their income. The app suggests tip amounts based on your order total, and you can adjust the tip up to 24 hours after delivery. Many customers increase tips for shoppers who communicate well or handle substitutions thoughtfully.

Benefits and Drawbacks of Using Instacart

Like any service, Instacart involves tradeoffs. Here's what each party gains and where limitations exist.

Advantages for customers

• Convenience: Order from multiple stores without leaving home

• Time savings: Skip crowded aisles, long checkout lines, and parking lots

• Accessibility: Particularly valuable for people with mobility limitations, busy schedules, or no vehicle

Advantages for shoppers

• Flexible hours: Work when you want, skip days when you don't

• Quick start: Begin earning within days of signing up

• Independence: No direct supervisor, no set schedule, no shift assignments

Advantages for stores

• Expanded reach: Capture customers who prefer delivery over in-store shopping

• No logistics investment: Instacart handles the delivery infrastructure

• Incremental sales: Tap into online grocery demand without cannibalizing in-store traffic

Common concerns and limitations

• Higher prices: Items frequently cost more than in-store prices due to retailer markups

• Substitution quality: Replacement items may not match your preferences, even with communication

• Inconsistent experience: Service quality varies depending on individual shoppers

  
  

Tips for Getting the Most From Instacart

A few practical approaches improve the experience for customers, shoppers, and stores alike.

Tips for customers

• Add specific notes for items where details matter, like "green bananas" or "thickest steak available"

• Set substitution preferences in advance so shoppers know your backup choices

• Order during off-peak hours - early mornings and weekday afternoons often have faster delivery and more attentive shoppers

Tips for shoppers and drivers

• Learn store layouts to shop faster and complete more batches per hour

• Message customers early about out-of-stock items rather than waiting until checkout

• Keep ratings high by double-checking orders before delivery - ratings affect which batches you see

Tips for retail stores and brands

• Maintain accurate inventory data to reduce substitution rates and customer complaints

• Use clear product images and complete descriptions so shoppers grab the right items

• Consider Instacart advertising to increase visibility when customers search for products in your category

  
  

Why Instacart Matters for Brands and Digital Commerce

Instacart has changed how people think about grocery shopping. What started as a convenience service has become a significant sales channel. For brands selling through grocery retailers, the platform now influences purchasing decisions at what's called the digital shelf - where product visibility, search placement, and ratings directly affect whether someone adds your item to their cart.

This shift creates both opportunity and complexity. The opportunity is reaching customers who increasingly prefer delivery over store visits. The complexity involves optimizing for a platform with its own search algorithms, advertising options, and competitive dynamics that differ from traditional retail.

How to Grow Your Business With Instacart

Treating Instacart as a serious sales channel goes beyond simply having products listed. Brands that perform well on the platform invest in optimized product content, strategic advertising placement, and ongoing analysis of what drives conversions.

A data-driven approach matters here. Understanding which search terms bring customers to your products, how your items perform against competitors, and where advertising spend generates returns can meaningfully impact revenue. Agencies like Darkroom help brands develop and execute these strategies, combining commerce expertise with performance marketing to maximize results on platforms like Instacart.

Schedule an introductory call to explore how Darkroom can help your business grow.

FAQs About Instacart Delivery

How long does it take to start earning money as an Instacart shopper?

Most shoppers complete sign-up and begin accepting batches within a few days. Approval times depend on local demand - areas short on shoppers approve applications faster, while saturated markets may take longer.

Can you work as an Instacart shopper without a car?

In-store shoppers don't need a vehicle because they only pick and stage orders within a single store. Full-service shoppers require reliable transportation to complete deliveries.

Does Instacart reimburse shoppers for gas or mileage?

Instacart doesn't directly reimburse gas costs, though batch payments factor in delivery distance. As independent contractors, shoppers can typically deduct mileage on their taxes. Keeping detailed records throughout the year helps at tax time.

How does Instacart handle out-of-stock items during shopping?

Shoppers suggest replacements through the app, and customers receive notifications to approve, reject, or request refunds. This communication happens in real time while the shopper is still in the store, so decisions don't delay the order.

What happens if an Instacart order arrives with incorrect or damaged items?

Customers report issues through the app to request refunds or credits. Instacart's support team reviews each case, and resolutions typically happen within a few days.

Is Instacart grocery delivery available in rural areas?

Availability depends on proximity to partnered retail stores. Some rural zip codes have service while others don't. Entering your address in the Instacart app is the only reliable way to check coverage for your location.