Instacart is a North American online grocery platform that connects customers with personal shoppers who fulfill and deliver orders from various retailers. Founded in San Francisco in 2012 by Apoorva Mehta, Max Mullen, and Brandon Leonardo, the company's mission is to make grocery shopping effortless. Instacart has expanded its services to include not only groceries but also items from convenience stores, pharmacies, and other retailers.
Chris Rogers is the current CEO of Instacart, having assumed the role on August 15, 2025. Fidji Simo, the former CEO, now serves as the Chair of the Board. Instacart's Marketplace is its core product, enabling customers to order groceries for delivery or pickup from various national, regional, and local retailers through the Instacart app or website. As of 2024, Instacart held approximately 21.6% of the U.S. online grocery market share.
Recent news includes a partnership with Toast to streamline operations for retailers, and a nationwide partnership with 1-800-Flowers.com. Instacart has also expanded its collaboration with Costco Wholesale into France and Spain, utilizing Instacart's Storefront Pro technology.