Instacart is the leading online grocery marketplace and technology platform in North America, connecting consumers, grocery retailers, and CPG brands. On the consumer side, Instacart's app and website let shoppers order from over 2,200 retail banners across nearly 100,000 store locations, with same-day delivery or pickup fulfilled by a network of roughly 600,000 independent gig-economy shoppers. The Instacart+ membership program offers free delivery on qualifying orders and drives the majority of orders and gross transaction value (GTV). Instacart generates revenue through two streams: transaction fees (delivery and service fees from consumers and fees from retailers, roughly 70–72% of revenue) and advertising (28–30% of revenue), where CPG brands pay for sponsored listings and display ads using Instacart's first-party purchase data to close the loop between ad spend and actual sales. Beyond its consumer marketplace, Instacart runs an enterprise technology business that powers retailers' own digital infrastructure — including e-commerce sites (Storefront Pro, live on 380+ retailer sites), fulfillment logistics, retail media (Carrot Ads, deployed on 310+ retailer sites), and in-store hardware like AI-enabled smart shopping carts (Caper Carts). Management pursues a "land and expand" strategy, starting retailers on e-commerce and layering on additional modules over time. Instacart is also expanding internationally through an enterprise-led approach and investing in AI-powered shopping tools.