Grocery shopping has changed in the past decade. What used to require a trip to the store can now be handled 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 groceries with shoppers who pick up and deliver items on their behalf.

This guide breaks down what Instacart is, how it works for customers, shoppers, and stores, and what to expect around availability, fees, and day-to-day functionality.

What Is Instacart

Instacart is an online grocery delivery and pickup service founded in 2012. It lets customers order groceries from local stores through a website or app, and those orders are fulfilled by personal shoppers. Instacart is 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. That coverage makes it accessible in major 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
  
  
  

Much like Amazon and Walmart’s marketplace systems, Instacart is another example of how fast data and automation reshape retail. For brands that care about marketplace visibility and conversion, see Darkroom’s Amazon services.

How Does Instacart Work For Customers

Using Instacart as a customer usually comes down to four steps: sign up, choose items, schedule delivery (or pickup), then track the order.

Optimizing that journey mirrors the principles behind conversion rate optimization for DTC brands: reduce friction, simplify decisions, and keep checkout fast.

Sign Up And Choose Your Store

To get started, customers create an account on the website or mobile app by entering basic info like an email address and zip code. After that, they can browse stores available in their area - grocery chains, pharmacies, pet stores, and specialty retailers.

Each store has its own virtual storefront showing available products. Customers can shop across multiple stores in one session, but each store’s order is processed separately.

Build Your Cart And Review Pricing

Once a store is selected, customers can browse by category or search for specific items. Instacart displays photos, descriptions, and prices.

One thing to keep in mind: prices on Instacart may be different from in-store prices. Some retailers charge higher prices on the platform to cover service costs, and Instacart notes this policy on each store’s page.

When adding items, customers can:

• Set substitution preferences for out-of-stock items

• Add notes for specific selections (like “ripe bananas”)

• View nutritional information and ingredients

• Compare similar products

Schedule Instacart Delivery Or Pickup

At checkout, customers choose delivery or pickup.

Delivery can be scheduled for the same day (sometimes within hours) or for a future date. Pickup lets customers grab a pre-shopped order without waiting in checkout lines.

Delivery windows typically range from one to two hours. Pricing 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 follow progress through the app or website. You’ll see when a shopper starts shopping and get live updates as the order moves through the process.

Communication options include:

• Direct messaging with your shopper

• Approving or rejecting substitutions

• Notifications when the shopper is heading to checkout

• Alerts when delivery is on the way

This real-time tracking and messaging helps address one of the biggest concerns with online grocery shopping: getting exactly what you wanted.

How Does Instacart Work For Shoppers

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

Becoming An Instacart Shopper

To work as a shopper, individuals download the Instacart Shopper app (separate 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 a smartphone. In-store shoppers generally only need a smartphone. This is what people are usually looking for when they search “instacart shopper website” or “instacart com shopper.”

Accepting And Fulfilling Orders

Once approved, shoppers get notifications for available orders in their area. Each order shows:

• Store location

• Number of items

• Estimated payment

• Delivery distance (for full-service shoppers)

Shoppers use the app while shopping, scanning items as they go. If something is out of stock, they can suggest substitutions or message the customer through the app.

For full-service shoppers, the final step is delivering the order to the customer’s address and confirming delivery in 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. Pay varies based on order size, distance, and local 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, the integration usually includes:

• Setting up a digital storefront on the platform

• Connecting inventory systems to show product availability

• Training staff on handling Instacart orders

• Establishing pricing strategies for online sales

This gives stores access to online demand without investing in delivery vehicles or hiring a delivery fleet.

Product Management And Pricing

Stores control their product listings and pricing. They can:

• Update product information and images

• Set promotions or discounts

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

• Manage inventory to reflect real-time availability

Many retailers use Instacart’s data insights to understand customer preferences and adjust offerings.

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 lets stores increase sales volume without dramatically changing operations or staffing.

Where Is Instacart Available

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

To confirm availability, users can enter a zip code on the website or app to see stores and delivery options nearby.

Instacart serves a mix of locations, including:

• Major cities with many store options

• Suburban areas with regional and national chains

• College towns with campus-adjacent services

• Some rural communities with more limited store selection
  
  Instacart continues expanding, regularly adding new locations and retail partners.

What Are The Costs And Fees

Instacart includes several types of costs, and the total depends on the order and membership status.

Standard Fees

Instacart’s basic fee structure typically includes:

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

• Service fee: Typically 5% of the order total

• Heavy fee: Added for bulky/heavy items

• Priority fee: Optional fee for faster delivery
  
  

Product prices on Instacart may also be higher than in-store. 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+) for $9.99/month or $99/year. Benefits include:

• Free delivery on orders over $35

• Reduced service fees

• No surge pricing during busy times

• Exclusive promotions and offers

For people ordering at least twice a month, the membership can meaningfully reduce total fees over time.

Tipping Guidelines

Tipping is optional but common. The app suggests a default tip of 5% of the order total, and customers can adjust the tip before or after delivery.

Tips go directly to the shopper. Many shoppers rely on tips as a meaningful part of their income, similar to restaurant servers or delivery drivers.

Benefits And Drawbacks

Like any service, Instacart comes with pros and cons depending on who’s using it.

Advantages For Customers

Instacart offers:

• Time savings: No travel time or checkout lines

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

• Store variety: Multiple retailers in one place

• Special needs support: Helpful for mobility issues or tight schedules

It also includes features like saved lists and quick reordering.

Advantages For Stores

Retail partners benefit from:

• Expanded reach without building delivery infrastructure

• Increased sales volume and larger baskets

• Data on customer preferences

• Stronger positioning against online-first competitors

For smaller stores, Instacart can provide technology that would be expensive to build in-house.

Common Concerns

Some common friction points:

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

• Product selection: A shopper may not pick items exactly the way you would

• Availability issues: Substitutions and out-of-stock items can be frustrating

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

Knowing these tradeoffs helps people decide when Instacart makes sense.

Tips For Getting The Most From Instacart

If you want a better experience (and fewer surprise fees), these small habits help.

Compare Stores And Offers

Different stores can price the same items differently on Instacart. Comparing options can lead to real 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

Costs change with demand. To save:

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

• Schedule deliveries ahead instead of “as soon as possible”

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

• Check different delivery windows before checkout
  
  

Use Membership Benefits Effectively

If you have Instacart Express, make it work for you:

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

• Use member-only promotions

• Order often enough to offset the membership cost

• Add family members where available
  
  
  

Understanding The Instacart Ecosystem

Instacart is a digital version of traditional grocery shopping, built as a three-sided marketplace connecting customers, shoppers, and stores.

For customers, it’s convenience and time saved. For shoppers, it’s flexible earning. For stores, it’s online sales without building delivery infrastructure.

That system runs on technology coordinating inventory, shopping, delivery logistics, and communication. Instacart’s success depends on balancing the experience for all three groups.

As online grocery shopping continues to grow, understanding how Instacart works helps customers decide when - and how - to use it effectively.

Schedule an introductory call to explore how Darkroom helps eCommerce businesses grow smarter.

FAQs About Instacart Delivery

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

Can I order from multiple stores in a single delivery?
Instacart allows ordering from multiple stores, but each store is processed as a separate order with its own delivery fee and shopper. Instacart Express can help if you do this often.

What happens if the shopper cannot find an item I requested?
If an item is unavailable, your shopper can choose a replacement based on your preferences or message you for guidance. You can set default substitution preferences per item or respond to real-time notifications while they shop.

How do I become an Instacart shopper if I want to earn money?
Visit instacartshopper.com, complete the application, pass a background check, and attend virtual orientation. Full-service shoppers need a reliable vehicle and smartphone; in-store shoppers generally only need a smartphone.

Does Instacart deliver alcohol and prescription medications?Instacart delivers alcohol in select locations where legally permitted, with ID verification at delivery. Prescription delivery is available through certain pharmacy partners, and availability varies by location with additional verification steps.