One Campaign. 310+ Retail Networks. The Instacart Ads Ecosystem Explained.

The Instacart Ads ecosystem is the largest grocery ad ecosystem in North America. This means brands can reach high-intent consumers across over 310 retail media networks, like Schnucks and Sprouts, with a single campaign executed via the Instacart Ads ecosystem. No other ad platform connects as many grocery ecommerce sites and marketplaces together in one place for simplified execution at scale.

This scale comes from more than a decade of work establishing partnerships in the grocery industry, building leading technology, and connecting with all our stakeholders. And it provides a clear choice for brands and advertisers who want to capture add-to-carts across the retailers, platforms, and marketplaces where their customers shop for groceries online.

In the Q4 2025 Letter to Shareholders, Instacart CEO Chris Rogers wrote that the partners connected to the ecosystem, “grew from 220 to more than 310 over the past year, and we now have more than 9,000 active brands that advertised on our platform in Q4, up from over 7,000 a year ago. This demonstrates a powerful cycle where our leading technology and capabilities, combined with brand demand and partner growth, reinforce each other.”

Recently, Instacart expanded the Instacart Ads ecosystem by adding Vroom, Bottlecapps, and Hy-Vee, among many others, through Carrot Ads, which already connects Uber Eats, Thrive Market, and hundreds of retailers’ ecommerce sites.

With these additions, the total ecosystem now reaches over 2,200 retail banners and nearly 100,000 locations on Instacart Marketplace, over 310 ecommerce sites and marketplaces, plus a growing network of in‑store smart carts, Caper Carts, live in nearly 100 cities. It offers a full funnel advertising solution, evolving from a bottom-of-the-funnel offering into a scaled, full-funnel grocery ad ecosystem for the more than 9,000 brands that advertise with Instacart today.

In addition, thanks to new partnerships in 2025, TikTok and Pinterest join Google Shopping, Meta, NBCUniversal, The Trade Desk, Roku, and YouTube on the list of premium destinations across social, the open web, connected TV, and streaming video that brands can advertise on with the benefit of Instacart’s first-party audience data and transparent measurement.

Why this matters for brands and advertisers

For CPG brands and advertisers, you can set up a single ad campaign to reach an exclusive audience of highly-valuable consumers as they shop across their favorite retailers. On average, our brand partners see 25% sales lift.¹ It also provides one of the best ways to support the different retailers carrying your products by driving increased sales velocity.

Reach a unique audience

Many consumers who shop through Instacart are not shopping for groceries online elsewhere, creating meaningful incremental reach. Instacart captures ~80% of our customers’ digital marketplace online grocery spend, with <5% of spend going to grocery digital-first marketplaces.²

Leading online grocery digital-first marketplace in sales

According to third-party data and analysis, Instacart has the largest share of online grocery sales among grocery digital-first marketplaces.³ This is driven by the highly valuable consumers who shop through Instacart. They build larger baskets, shop more frequently, and spend 5X more annually than consumers on other grocery digital-first marketplaces.³

Drive incremental sales and increased sales velocity at your retailers

Retailers love Instacart because it represents an incremental sales channel. An analysis of third-party data from 6 national and regional grocery chains showed that Instacart sales were 70-90+% incremental to the retailer’s in-store and online sales in select geographic regions.⁴

For CPG brands and advertisers, the message is clear: you have a single platform that reaches the largest share of grocery digital-first marketplaces and delivers access to the high‑value consumers you need to drive repeatable performance. And since the Instacart Ads ecosystem is backed by MRC-accredited measurement, you benefit from closed-loop visibility from impression to purchase across environments.

^{Largest grocery ad ecosystem based on comparison to other retail media networks and advertising platforms based in North America that focus primarily on grocery retail partnerships, as of 3/1/26.}

^{1 Source: Based on the average of internal tests run across all brand partners during the last four quarters ended September 30, 2025 using an updated methodology with a 28-day lookback period.}

^{2 Source: Comscore Media Metrix Multi-Platform, Cross Visiting, U.S., December 2025.}

^{3 Source: Third party data as of December 31, 2025. Select competitors, third-party platforms only - does not represent competitive landscape.}

^{4 Source: Third Party Data. Data looks at baseline retailer online and in-store sales in limited geographic regions; adjusts for actual seasonality trends of retailer’s ecommerce and in-store businesses as a proxy for incremental sales. Data looks pre & post the retailer’s launch on Instacart between 7/1/2022 and 6/30/2024 to analyze purchase behavior.}

^{Looking to advertise with Instacart? Get started here.}