From the moment you open the Instacart Shopper app, we want to make it easy for you to find batches and start earning. That’s why today we’re introducing several new features that will make the app easier to navigate and help you find the batches you want to shop.
Find the batches you want to shop
With more information on the map, you have everything you need to decide when and where to shop.
- Map Details: The new map will show where you’re located and what retail locations are nearby. Find helpful store information, which stores are busiest, and more to help you understand where you want to shop.
- Busy Stores: Colored circles on the map will indicate busy stores, letting you know where to go to find available batches. As we recently shared, in the coming months, shoppers who are closer to the store location can expect to see the most batches. Now, you can see which locations have the highest customer demand, so you can minimize driving and maximize earnings.
- Go Online: Ready to shop? Go online to start being offered available batches. When you’re done shopping, simply swipe to go offline. You can go back online at any time. When you’re not online, you can still use the Shopper app to check your earnings, visit the help center, or find other useful information in the app.
Streamlining the Shopper app
We’ve updated and simplified the Shopper app, making it easier to navigate and start shopping.
- Map-First View: You’ll see the map as soon as you open your app, so you can check out nearby stores or start shopping with just a tap. If you’re looking for information that was previously on your dashboard, like profile or ratings, you can use one of the tabs at the bottom of your app to quickly find what you need.
- Store Information: Find relevant store details at a glance like address, approximate distance, and opening and closing times. The navigation arrow will open your default map application to show directions to the store, helping you get to where you’re going.
- Simpler Navigation: We’ve moved the app navigation to five tabs along the bottom of the Shopper app. You can quickly switch between the home screen, earnings and ratings, inbox messages, or account details — all of the most helpful information is right at your fingertips.
We look forward to continuing to enhance the app and your overall shopping experience over time. Thank you for shopping with us!
Instacart is the leading online grocery platform in North America, partnering with more than 750 beloved national, regional and local retailers, including unique brand names, to deliver from more than 70,000 stores across more than 5,500 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.
Instacart announced today that it’s introducing in-store navigation, live phone support and a safety toolkit for shoppers on its platform. The company says the suite of new features is part of its new commitment to begin a month-long rollout of new product features for shoppers.
The new in-app navigation feature gives shoppers an interactive map of the grocery store in which they’re shopping. Instacart says the map includes precise item locations to help shoppers navigate the store and find items more easily. The company told TechCrunch that the new feature is being piloted with 15 of its retail partners at more than 80 store locations across 17 states and in the province of Ontario in Canada. Instacart plans to add more retail partners and locations in the future.
Instacart’s new live phone support feature will allow users to speak with a representative to receive help while carrying out a customer’s order. The company says the new support feature will help shoppers with any issues that may arise while they’re shopping or delivering, such as problems with payment or instances where a customer isn’t available to accept their order. Representatives will be available from call centers across the United States and internationally.
The new safety toolkit gives shoppers access to tools such as in-app emergency calling, incident reporting and safety alerts within the Shopper app. The toolkit is similar to DoorDash’s recently-launched “SafeDash” in-app security toolkit for delivery people on its platform.
“The functionality we are introducing today will help keep shoppers safe on the platform and support them in every step of their shop, from the moment they accept an order until after it’s delivered to the customer,” said John Adams, the vice president of shopper and fulfillment product at Instacart, in a statement. “Over the next several months, we look forward to introducing additional features based on direct shopper feedback, as we further our goal of offering the best possible shopper experience.”
The launch of the new safety features comes as Instacart recently rolled out a new “Shopper Safety Alert” feature in November, which is now available in the safety toolkit. The new feature notifies shoppers of local critical incidents and leverages law enforcement, social media and local news to create automated alerts. Instacart delivery workers who are within the area of an incident will get an alert in the Shopper app so they can assess the situation and potentially avoid the area. If a delivery worker is in the middle of an order, the app will automatically pause the order. Instacart says it will assess incidents and may pause operations altogether in specific regions if they pose a risk to its workers.
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Instacart shoppers make money by buying groceries at local stores that the company has partnered with and delivering those items to customers’ homes.
Demand for Instacart shoppers skyrocketed as people stayed home during the pandemic. Those picking and delivering groceries face risks to their health, too. Be sure to weigh the risks along with the benefits — extra cash and flexible hours — before signing up.
Here’s what you need to know to get started as an Instacart shopper and what to expect.
What is Instacart?
Instacart is a grocery delivery service that partners with local stores to deliver items directly to customers’ homes. The service relies on independent contractors and part-time workers to fulfill and transport orders.
The hours are flexible and the orders come through the Instacart Shopper app. The key details, like job responsibilities and the way you earn money, depend on whether you’re a full-service or in-store shopper.
Full-service Instacart shopper:
Shop for and deliver groceries.
Able to work whenever is convenient for you.
Role is available wherever Instacart operates.
Part-time employee of Instacart.
In-store shopping only (no delivery, so a car isn't required).
Work at least 15 to 20 hours per week, including Sundays or Mondays.
Get benefits, including 401(k) savings.
Temporary in-store shopper jobs are available in many areas to help meet increased demand. These positions are expected to last 90 days.
Where you can work for Instacart
Instacart operates in more than 5,500 cities across the U.S. and Canada. Locations range from large urban areas such as San Francisco and New York to smaller communities such as Spring Creek, Nevada, and Lannon, Wisconsin.
To see whether there are full-service or in-store shopper openings in your area, download the Shopper app and enter your ZIP code.
What you need
There are a handful of basic requirements you have to meet if you want to make money with Instacart:
Be at least 18 years old. If you want to deliver alcohol, which often results in larger tips, you have to be at least 21 in some states.
Be able to lift 30-plus pounds. Workers should be able to lift at least 30 pounds, and as much as 50 pounds, "with or without accommodation."
Have a smartphone. Your smartphone must be an iPhone (with iOS 9 or later) or Android (5.0 or later).
Pass a background check. Instacart says most shoppers are cleared within 10 business days, but this varies by location.
Have a checking or savings account. Instacart shoppers are paid via direct deposit, so you'll need a bank account to collect your earnings.
Full-service shoppers also must have the following:
A valid driver’s license and access to a car. You also need insurance coverage that meets state requirements .
A set of insulated bags. You'll need enough thermal-insulated bags to hold four standard-sized paper grocery bags. Your insulated bags must close completely and be safe for food contact (no harmful chemicals). Instacart sells preapproved options that cost $25.99 for four bags. You can also use coolers to transport groceries.
How to sign up for Instacart
Getting started on Instacart is a simple process:
Download the Shopper app. You’ll provide basic information, like your name and location, and give the company permission to perform the background check. Later, you’ll use the app to set your availability, pick up gigs, track your earnings and communicate with Instacart’s help team if you encounter any issues.
Attend an in-person orientation (in-store shoppers only). Choose a session in the app. This is part of the onboarding process.
Fill out the paperwork. Independent contractors have to sign a contractor agreement and W-9 tax form. Part-time employees sign an offer letter and W-4 tax form.
Register your Instacart payment card. Instacart shoppers use a preloaded payment card when they check out with a customer's order. New shoppers can expect to receive their card within 5 to 7 business days. Shoppers may have the option to pick up a card, depending on their location.
Start taking Instacart jobs
In-store shoppers are assigned shifts each week. Manage your shifts via the Shopper app. An in-store shopper can expect to work up to 29 hours per week.
Full-service shoppers dictate their own schedule. Look for orders up for grabs in the app or set your app to notify you whenever an order is available in your area. Factors such as your average customer star rating and delivery time can influence which orders you see. You can review the details — store location, number of items and estimated payment — and accept the order.
In-store and full-service shoppers are required to update their progress, noting any changes or refunded items, through the shopper app so that customers can track their orders. When shoppers are done filling the order, they check out with a preloaded debit card provided by Instacart. Full-service shoppers might also be responsible for delivering the order to a customer’s home.
How much do Instacart shoppers make?
The way you earn money is determined by the work you do. In-store shoppers are paid a fixed, hourly wage that varies by location. Full-service shoppers’ pay depends on the order. Instacart provides an estimate of potential earnings for every order and guarantees shoppers will earn at least $5 for each delivery-only batch and $7 to $10 for each full-service (shop and deliver) batch.
What you are paid for a given batch or orders depends on "the number of items, type of items, driving distance, and effort involved in shopping and delivering," according to Instacart’s Shopper app.
A larger order, which tends to be heavier, will likely result in more compensation than a small shopping job. And the earning potential is usually higher when customer demand spikes, so working on Sundays and during popular events, like the Super Bowl, can mean more money.
Full-service shoppers can also earn tips when making deliveries.
How do Instacart shoppers get paid?
In-store and full-service shoppers are paid weekly via direct deposit to a checking or savings account.
Full-service shoppers can use Instant Cashout, an immediate transfer to a debit card, to access their earnings more quickly. You can use Instant Cashout for the first time after completing five batches. After that, you can cash out at any time, as often as five times per day, as long as you have at least $5 in earnings. There’s a $3,000 daily limit.
Since full-service shoppers are considered independent contractors, they may have to make estimated quarterly tax payments . That’s because Instacart doesn’t withhold taxes from earnings like it does for part-time employees.
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Instacart’s same-day delivery and pickup services bring everyday essentials and fresh groceries to consumers in the U.S. and Canada in as fast as an hour. Customers order groceries from their favorite local stores, and Shoppers handpick the items and deliver the order to them.
There are two different shopper roles with Instacart: full-service shopper and in-store shopper. Each has different benefits and requirements.
Full-service shoppers are independent contractors that use the Instacart platform to shop and deliver orders for their customers. This opportunity has lots of flexibility—you choose which batches you’d like to shop, with no limit on how many batches you can fulfill.
Requirements to be on the platform as a full-service shopper include—
- 18 years of age or older
- Eligibility to work in the U.S. or Canada
- A smartphone with Android 5.0 or later, iOS 9 or later
- A functioning, registered vehicle
- Vehicle insurance, in accordance with local laws
- Can lift 30+ pounds
- Following Instacart’s food safety policies
In-store shoppers are Instacart employees who, among other things, shop and stage orders in one store at a time. These part-time shoppers work scheduled shifts, up to 29 hours per week. No car is required for this role.
Requirements for the in-store shopper role include—
- 18 years of age or older
- Eligibility to work in the U.S. or Canada
- A smartphone with Android 5.0 or later, iOS 9 or later
- Can lift 30+ pounds
- Following Instacart’s food safety policies
Individuals with a medical condition or disability may qualify for reasonable accommodations. Please fill out this form to contact us.
Instacart is springing into action this season with a series of improvements, including four new product suites designed to enhance the experience of its shoppers and, ultimately, the customers that its shoppers serve. The online grocery platform will begin launching some updates this month, continuing with more feature introductions over the next several weeks.
According to officials, the changes align with the company’s commitment to support its approximately 600,000 Instacart shoppers where they shop and beyond to provide ingredients to earn on their terms, to build a community of best intent and to recognize strong, high-performing shoppers.
“Shoppers on our platform are uniquely able to balance empathy with efficiency and communication with problem-solving. They put unmatched care into their efforts for customers, and we want them to feel the same level of care and commitment from us at Instacart as they give to their communities every day,” said Tom Maguire, Instacart’s VP of operations and care. “With the introduction of these commitments, our goal is for every shopper on our platform to feel heard, respected, prioritized and cared for as members of this important community. We look forward to building on these commitments as shoppers continue to help us invite the world to share love through food.”
One of the additions is live phone support, through which shoppers can call and talk to a care representative through the Instacart Shopper app. Such capability was one of the most requested features based on shopper feedback and research, according to the company.
Another offering is a soon-to-launch safety toolkit. Instacart shoppers can use the resource to access in-app emergency calling, incident reporting and safety alerts via their app.
To make it easier for its shoppers to buy products for customers, Instacart is also piloting new in-app navigation feature that provides an interactive map of the grocery store, including precise item locations. Set to be tested in more than 80 grocery store locations throughout the United States, the feature will also include a more intuitive shopping list.
“The products we build for shoppers are developed with the goal of improving their experience and bettering our platform as a whole,” added John Adams, VP of shopper and fulfillment product. “The functionality we are introducing today will help keep shoppers safe on the platform and support them in every step of their shop, from the moment they accept an order until after it’s delivered to the customer. Over the next several months, we look forward to introducing additional features based on direct shopper feedback, as we further our goal of offering the best possible shopper experience.”
The grocery platform is keeping its shoppers up to date on the changes via a new microsite that includes details on the latest features. In addition to the improvements for its legions of shoppers, Instacart has been busy over the past year by bringing on new executive leadership and acquiring companies and capabilities, including the AI tech platform Caper and the order management system FoodStorm.
Shipt is on the lookout for friendly, reliable shoppers to earn money helping Shipt members get the things they need from stores they trust. Apply at shipt.com/shopper to become a shopper and earn up to $22/hour (or more!), set your own schedule, shop and deliver from local stores, and join a thriving community of Shipt Shoppers. If you’re looking for a flexible gig job and want to earn on your own schedule, then apply today.
EARN UP TO $22 PER HOUR AND GET PAID FAST
Apply to be a Shipt Shopper to start earning on your own schedule. Each delivery takes about an hour and can pay as much as $22 or more including tips. You’ll receive a direct deposit every Friday for the deliveries you completed and any in-app tips you’ve earned that week – we make sure you always receive 100% of your tips!
CREATE A SCHEDULE THAT WORKS FOR YOU
Your schedule is based on when you want to shop and deliver, so you can choose to work and earn as little – or as much – as you like. So whether you’re looking to shop part time or shop full time, you can set your perfect schedule.
APPLY, SHOP, AND EARN MORE MONEY
With no cap on how many orders you can shop, earn what’s right for you! You can even increase the number of orders you’re offered – simply shop and deliver during your preferred times, and strive to deliver 5 star service!
JOIN A COMMUNITY OF SHOPPERS AND CUSTOMERS
More than just a gig economy job, you’ll join a community of shoppers. Share inside tips and stories with other shoppers, and take pride in providing a valuable service to the people in your community that need it most.
We’re always on the lookout for hiring shoppers that can help us deliver happiness.
Visit shipt.com/shopper/ to learn more and apply!
Every few weeks, we update the Shipt Shopper app so it runs better than ever. Update today for the latest and greatest! This update includes the following:
– bug fixes
– general maintenance
Ratings and Reviews
TRULY LOVE THIS APP ?
This is one of the greatest apps I have ever downloaded one of the best ways I earn money and good money at that I left or other delivery platforms just stick with this one. love the way I could earn my own money and also love when I could work when ever I want and still make great money ? I left everything else just for this one here . I waited about 3-5 months to get accepted lol but it was definitely worth the wait I swear .. I was working with Instacart for almost 6-8 months and never made good money with it I wasted more gas driving to delivery the batches then wat I actually made in cash smh I was so happy when I got notified that I was in the process of being hired with shipt ?? truly was a blessing on my behalf THANK YOU SHIPT . I will never leave this Delivery App ever ♾ only thing I want is when I do need cash on the spot is an Instant Cash out on our Pay ? even tho I like adding all the money up for the weekend but sometimes I’m broke and don’t have enough money for gas to keep on working or even have enough cash to get some food for my self . It’s definitely would be great to Update and Add Instant Cash out on what ever delivered batch u want to cash out . Definitely would love to see that on a update soon . But other than that everything is Perfect and Going Great for me . Once again thanks SHIPT
Developer Response ,
Hi! Thank you for leaving a review! We are so glad that you have had a good experience and we have helped you earn extra income! ? Let us know if any time you have a suggestion!
Where are the orders.
I’ve been a shipt shopper for a year now and I’ve never EVER had a problem getting orders. All of a sudden I have 5 locations selected on the schedule and I can go all day before I get an order. I’m not sure what happened with these past few updates but even with 5 zones I should get see at least 5 orders. Today I was on the schedule ALL day and only got a bundle order. I emailed shopper support 2 weeks ago and NOT ONE PERSON HAS EMAILED ME BACK. With being a single mother with 3 children 2 home schooled and a 3 year old I depended on this app to be able to be here for my kids and also provide.
When I called customer service they told me they couldn’t help me and they knew nothing of why this is happening. Then instructed me to email shopper support, when I explained I did that and never received an response I was told that there’s probably a good explanation as to why. ??♀️ I’m completely over it at this point and now I have to figure out what to do. Thanks shipt for thinking of and protecting your shoppers. I guess as long as these companies are making money it doesn’t matter if a shopper is having issues or is in need of help.
Fun app but the work for the pay is ridiculous
I enjoy looking for orders and seeing what they are and how much they pay that’s the fun part but the amount of driving for the pay is wayyy too much. Each delivery pick up I have done is at least 10 miles from the last delivery point and in the city that can be 30-45 minutes of driving just to get there. Also I have done 2 orders that weren’t even paid for when I went to check out and they always want you to pay through the app and they never put money on the card so I literally had to walk out of the store with unpaid items just to complete 2 deliveries and get paid which is ridiculous because even support couldn’t figure out how to get them paid for. Most of the time the shopping goes pretty smoothly but things like that make it too much of a hassle to be worth it and it’s obvious that the Silicon Valley tech bros just want a bunch of slave “workers” ( you’re not even a real employee when you’re a shopper but an independent contractor) to do everything including customer service and gathering items for order packaging while they sit on their arses collecting money off the top. But it just becomes more obvious every day that it’s impossible to make decent money unless you have a college degree and a prestigious tech or office job and you deal with real estate but things are changing slowly and it will change sometime soon because people aren’t going to put up with this ridiculous pay anymore.
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For Jason Schaal, 43, working in Minnesota as a personal shopper for grocery delivery company Instacart in 2019 was, at first, attractive.
The freedom to work on his own schedule, hours that could accommodate his personal health issues and caregiving responsibilities as a single father, combined with a decent wage made the gig work solid.
But soon, Schaal’s pay from Instacart fell – and fast. Once mostly working for Instacart, Schaal has had to work more hours across multiple apps, spending less time with his kids and having to work with his health problems.
“Instacart slowly started becoming the worse and worse option,” he said.
Now Schaal, along with thousands of other workers – known as “Instacart shoppers” – across the US are asking for customers to delete the Instacart app, a grocery delivery service that boomed during the coronavirus pandemic. Using the hashtag #DeleteInstacart, Instacart gig workers, organizing as the Gig Worker Collective, cite falling pay rates and unsafe working conditions.
As one of the collective’s more drastic actions after five years of organizing, the call to delete is an attempt to bring attention to labor issues ahead of Instacart’s rumored IPO on the stock market.
“At the end of the day, all those [past] efforts, while they have moved the needle one way or the other, hasn’t been enough to address all the issues [as] a deterioration of the working conditions continues. So, we felt like there was no other choice but to ask customers to delete the app itself,” said Willy Solis, 42, an Instacart shopper since 2019 and lead organizer with the Gig Worker Collective.
The group’s demands are mostly requests for a restoration of features the app had previously: a reinstatement of Instacart’s commission pay model, paying its shoppers per order versus bundling them, a 10% default tip on the app, transparency about how orders are assigned, and a rating system that doesn’t hurt shoppers for issues outside their control. Shoppers have also asked for occupational death benefits, citing the increasing dangers shoppers face on the job.
Gig Worker Collective is also organizing a walk-off protest on 16 October.
“Instacart has had plenty, ample opportunities to fix some of these things. Instead, they’ve gone a roundabout way of making things worse,” said Karyn Johnson-Dorsey, 57, an Instacart shopper since 2019.
Instacart’s pay structure, the source of at least two class-action lawsuits since 2017, has been an issue for shoppers. In 2019, after receiving national outrage for using shoppers’ tips to fulfill the company’s $10 minimum pay, Instacart changed its payment system, promising to calculate base pay separately from tips and institute a $7 to $10 minimum for supermarket delivery orders along with a public apology from the then CEO, Apoorva Mehta.
But, according to shoppers, Instacart’s pay has remained staggered. While shoppers could earn up to $10 on orders (called “batches” among shoppers), batches often bundled multiple individual orders together, forcing workers to shop for multiple orders at different addresses but only be compensated for the labor of one.
Alongside a lowered minimum payment and the bundling system, Instacart also discontinued commissions on items, meaning a shopper couldn’t earn extra for completing larger orders or orders that had heavier objects.
As Instacart’s workforce ballooned, adding more than 300,000 shoppers during the early months of the pandemic, and as demand fell, longtime workers saw their pay slashed, often by double digits, with new workers also suffering a low pay rate, according to Schaal.
“From the beginning to six months in, I quickly saw at least a 10-15% drop in pay and since then, from when I first started to now, I’ve seen a 40-50% [drop],” said Solis.
Tips, which make up the bulk of pay for Instacart shoppers, have also dropped. While tip amounts have oscillated with the pandemic, Instacart also has a default tip of only 5% (it was once 10%). Instacart also still provides customers with the option of editing their tip amount a full 24 hours after a completed order, reduced from a previously allotted 72 hours to discourage customers from “tip baiting”, the practice of luring shoppers with inflated tips that are later reduced.
“I’ve never sat in a restaurant where I saw the suggested tip being 10% or 5%. Have you? It’s normally 15%,” said Johnson-Dorsey.
Instacart’s inability to handle unfair ratings from customers – ratings motivated by supply issues and other elements outside a shopper’s control – are also hurting workers. While Instacart maintains that their rating system is determined by a shopper’s last 100 deliveries with automatic forgiveness for the lowest rating, shoppers reported how the harsh rating system can substantially affect a worker’s earning potential, limiting their first pick on more lucrative orders.
The pandemic, for many shoppers, highlighted other safety concerns for workers, inspiring a call for Instacart to institute occupational death benefits. While initially dubbed as “heroes” given their essential worker status, Instacart shoppers had trouble acquiring personal protective equipment such as masks and hand sanitizer from the company, with the initial equipment being poorly made, and have not been given a reimbursement option for buying supplies, said Johnson-Dorsey. Shoppers also staged a walk off to demand sick leave for workers who tested positive for Covid.
Since then, amid declining tips and worsening customer attitudes, workers say that delivery conditions have become increasingly dangerous with a rise in carjacking, assaults and murders that target gig workers. When gig workers are killed on the job, like Lynn Murray, who was killed during a mass shooting in a Colorado grocery store while shopping for Instacart, families are often left relying on crowdfunding to cover associated costs versus standard death benefits, said Solis. Instacart shoppers say their demands for occupational death benefits are necessary, especially given the majority of Instacart shoppers are women, many of whom are single mothers, yet ignored by the company.
“When situations like that happen – an accident, an injury, or even a death – it’s very difficult to address those things from an organizing perspective, but more importantly, the company only responds when pressure is applied,” said Solis.
In a comment to the Guardian, Instacart said that the company remains committed to “creating the best possible experience for our shopper community”.
“We take shopper feedback very seriously and remain committed to listening to and using that feedback to improve their experience,” said Instacart.
But workers say their demands have been ignored. While Instacart’s recently tenured CEO, Fidji Simo, published an open letter asking for shopper feedback and is sometimes in communication with shoppers on online forums, organizers say real change has been minimal and that workers are ready to take this and other escalating actions.
“It’s almost like your back is up against the wall, desperate people take desperate measures. I’m not saying that we’re desperate. We’re just saying we’re tired of being stepped on,” said Johnson-Dorsey.
The Instacart advertising strategy is simple yet effective — find ways to bring value to customers, shoppers, and partner retailers.
E-commerce may be the future of shopping, but brick-and-mortar pretail isn’t going away any time soon. Delivery apps like Instacart bring these worlds together in what’s proven to be a recipe for phenomenal growth. But that success didn’t occur overnight, and mobile user acquisition through digital advertising had a big role to play in affecting change. In this article, we’ll highlight the strategies that made Instacart’s advertising stand out, particularly in the wake of COVID-19.
Jump to a section…
Instacart’s advertising goal begins with reaching customers and converting them from traditional food shopping to a life of digital commerce, but hungry customers aren’t the only audience. Personal shoppers are also a crucial part of the market — without them, it’s impossible to complete grocery deliveries! Every time Instacart expands into a new region, it must develop sustainable baselines for each group simultaneously. If there aren’t enough shoppers, customers will use alternatives. Without enough customers, shoppers find work elsewhere.
Promoting food delivery to each audience requires three key steps:
- Determine which cities/towns/communities are receptive to online grocery orders.
- Research the market demographics of customers and shoppers within a region.
- Design ad creative that will attract and convert these demographics.
This approach is precisely why Instacart began small, focusing on the San Francisco area. Once the concept proved successful, Instacart conducted extensive market research and laid the groundwork for each expansion. Mobile user acquisition is far easier once brands have data to inform their regional strategies.
Instacart, like other online grocery services, can only promote itself to audiences if it understands their needs. What factors convince customers to submit an online order instead of entering the store? What age groups are most likely to start work as a personal shopper? While this answer will vary by region, Instacart’s statistics do reveal some general trends to keep in mind:
- 80% of Instacart customers are women
- 50% are between the ages of 25-44, while 30% are aged 55-75
- 60% live one mile or less from a grocery store
- 40% are parents, while 15% are retired.
These metrics suggest two core personas reflected in Instacart’s advertising strategy. The first is the young mother with limited time to make her grocery shopping trips. The second is an internet-savvy retiree who needs assistance to get their groceries — representing a smaller but still dedicated audience. These target audiences are significantly represented in Instacart mobile ad creative to form a direct connection with mobile users and encourage direct response.
Another significant Instacart insight is that shoppers are not so different from customers:
- 70% of shoppers are women
- 61% are between the ages of 25-44
- 50% have children under the age of 18
- Most shoppers work an average of 10-15 hours per week.
This overlap is common in two-sided market apps — Airbnb’s marketing strategy of recruiting hosts from its guests being another example. By marketing to existing customers, Instacart was able to expand its available labor market and offset churn within its delivery team.
Outside of Instacart advertising, one of the best methods to cultivate customer adoption is through retail partnerships. These relationships benefit Instacart, customers, and retailers in equal measure. By integrating its platform with over 300 retailers — including Costco, Sam’s Club, Kroger, and many more — storefront customers can see convenient, same-day delivery options from each brand’s app and website. Meanwhile, retailers gain access to a successful e-commerce and logistics infrastructure, saving on investment costs. Finally, each new partner expands Instacart’s brand visibility — not just among customers but other retailers as well — while creating opportunities for shared branded messaging like the example below.
As strange as it sounds, Instacart’s biggest retail challenge was that its partnerships were too successful. In January 2020, Instacart was already positioning itself as a valuable retail service. As the COVID-19 pandemic went global, these integrations were in place just as customers began searching for retail delivery options. Online orders grew by 500% within a single month, forcing Instacart to scramble and scale its platform to address higher traffic volumes. Even recent ad creative talks candidly about COVID’s challenges, offering Instacart as a potential solution.
Meeting pandemic demand was both a trial and an opportunity for Instacart, but COVID-19 will eventually come to an end. When that happens, some customers will return to in-person shopping while many continue to use online deliveries. What that environment will look like it unclear, but consumers are going to maintain a higher level of online and on-demand consumption — which means retailers will have a bigger presence in mobile advertising spaces than ever before.
Adjusting to these changes will be a challenge for grocery delivery apps, but Instacart’s strategy offers a solution. To begin, we can analyze data to better understand who is shopping online — whether through apps or the mobile web — that wasn’t before. Next, we can segment audiences into customers and potential shoppers who can help meet increased demand. The final step is to A/B test and optimize ad creative to find the most effective ways of acquiring mobile app users in the post-pandemic environment.
Instacart may be the right platform for the right moment, but its massive success required more than coincidental timing. It needed to develop connections with customers, shoppers, and even retailers to create the infrastructure for its e-commerce service. The Instacart advertising strategy of segmenting local audiences, remarketing to potential shoppers, and optimizing ads for performance will continue to be effective once COVID-19 is a memory.
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If you love grocery shopping, then the Instacart Shopper app can be a good option for you to earn some extra cash daily, following your own schedule. The app helps you get paid for buying groceries and delivering them to customers.
How much money can you make with Instacart? What expenses should you consider? Are there some tips to increase Instacart earnings? In this article, you will get answers to questions like these.
What is Instacart?
Instacart offers grocery delivery and pick-up service. Customers can order products and get them delivered from the comfort of their homes for a small fee. The company also offers an option for customers to pick products at selected retail locations.
Instacart has made over 500 million products available to shop from around 40,000 grocery stores in 5,500+ cities across the US and Canada. Customers can use either the app or the website to place orders on Instacart.
Instacart also offers opportunities to make money for individuals who love shopping for groceries, so it is one of the legit money-making apps in the market. Known as Instacart shoppers, they deliver groceries or prepare grocery items for curbside pickup. And Instacart pays for their services. The signup process is easier. Once your background check is done, you can start working.
There are two ways for you to become an Instacart shopper:
- A full-service shopper who shops and delivers groceries to customers
- An in-store Instacart shopper who hand-select customers’ orders for pickup
Full-Service Shopper Vs. In-Store Instacart Shopper
Are you wondering whether you should start as a full-service shopper or an in-store shopper?
Let’s have a bird-eye view of both:
Full-service Instacart shoppers work as independent contractors. After customers place orders, these orders are displaced on full-service shoppers’ smartphones. Once full-service shoppers accept Instacart jobs, they will shop and deliver grocery items to customers’ doors.
To start working as a full-service Instacart shopper, you must have consistent access to a vehicle. And you will earn money per delivery.
In-store shoppers are not tasked with delivering groceries. Once customers place grocery orders that they wish to pick from the stores, in-store shoppers shop and stage for pick-up.
In-store Instacart workers are paid per hour, and they are scheduled for shifts based on personal availability, up to 29 hours per week.
In your initial offer letter, average hourly pay will be mentioned.
How Much Does Instacart Pay Per Delivery?
When you start as a full-service shopper, you will be working as an independent contractor. So, it is reasonable to think how much Instacart shoppers get paid per delivery. Knowing this beforehand can give you an idea about the number of Instacart jobs you have to complete to make a certain amount of money.
However, the Instacart pay structure for a full-service shopper is a bit complex. The amount per batch delivery an Instacart driver will earn depends on various factors, such as the number of grocery items, types of items, driving distance, and efforts required to shop and deliver those items.
Most Instacart shoppers may earn a minimum of $7-$10 per batch delivery. But the earnings vary widely because of many variable factors.
The company lets you keep 100% of customer tips. But you should be careful about Instacart tip baiting, which many customers are employing to lure Instacart shoppers.
Instacart’s introduced guaranteed minimum wage earnings for delivering for California, meaning Instacart guarantees that you will get at least 120% of minimum wage and $.30 per mile you spend shopping and delivering.
How Much Can You Make a Week with Instacart?
When you start out to earn extra money working as an Instacart driver or in-store worker, you would like to know how much money shoppers are paid weekly.
Glassdoor reports that in-store shopping executives from Instacart make a $13 hourly wage. In the gig economy, it is not great, but it is not bad either. If you’re able to work 29 hours in a week, you can earn around $377 or more.
For Instacart full-service delivery drivers, weekly earning potential depends on various factors, such as the number of batch delivery completed, distance, difficulty in delivery, etc.
Full-service shoppers can make $700-$1000 or more working 20-25 hours a week.
You can get paid weekly via direct deposit to a bank account. Instacart also launched a feature, allowing shoppers to get paid instantly.
How to Make the Most Money with Instacart Grocery Delivery Service
If you want to make money quickly using Instacart, the following tips can help.
1. Be Fast
The company pays you for the number of orders you complete. So, it is simple – if you want to make more money, be fast.
Selecting low-travel batches, trying to learn layouts of stores, not overthinking replacement products, picking fast checkout lanes, and parking your car near the exit are some common ways that can help you save time. While you are at it, learning how to become an Instacart shopper is one way to stay ahead of your competition.
2. Go to the Busiest Areas
The app will help you choose areas that have high demands. So go to the busiest areas. This will increase your chances of getting batches with high payments.
3. Adopt Mobile Payments
Instacart introduced mobile checkout, which enables you to pay at the register with a tap of your phone. You don’t have to use your Instacart payment card.
Faster checkouts enable you to complete more batch deliveries in a week, adding a few hundred dollars more to your monthly earning.
4. Grab Peak Hour Pay Boost
During peak hours, Instacart pays more for each batch. If you want to make money substantially each week, never lose the peak hour pay boost.
5. Improve Rating
Improving your customer rating can help you view batches first. This is because highly-rated shoppers get priority when it comes to viewing and accepting batches.
Expenses Instacart Shoppers Should Consider
Instacart drivers have to pay necessary state and federal income taxes on their earnings. So, you should consider this aspect as well. A relief is you can write off miles your drive to make deliveries when filing your taxes.
You may also have to spend money to buy health and safety kits and insulated bags f0r delivery.
If you love visiting your local grocery store, then Instacart can be a good option to earn side money each week, controlling your own hours. It is one of the popular grocery delivery gig apps. So, you are less likely to face troubles in using the app and finding batches to deliver.
Instacart says it has taken shopper feedback seriously in recent months following backlashes over modified payment structure, botched tips and increasing awareness of labor issues in the grocery industry.
The company has continued to roll out new features and tools for its contract shoppers with the goal of making their work more transparent and flexible. In addition to its April updates, Instacart launched an instant payment platform for contracted shoppers in March, which offers immediate cash-out rather than weekly direct deposits.
The app-based gig economy, including Instacart , is currently under fire from a labor advocacy nonprofit that claims pay and benefits for workers is insufficient. According to a report by labor advocacy group Working Washington cited in Fast Company, Instacart’s average wages for its shoppers amount to $7.66 an hour. Instacart disputes the claim, and has noted in the past that its workers average more than $15 an hour.
Instacart can ill afford poor relations with its workers. The labor market remains very competitive, with the national unemployment rate at 3.8% last month, according to the Bureau of Labor Statistics. Instacart is also fighting to prove it’s still a good value to the many chains that utilize its e-commerce services as competitors like Shipt and Jyve move in. A recent Consumer Reports survey ranked Instacart fifth out of six top e-grocery services.
Instacart’s latest changes are part of the company’s effort to make the experience for its contracted shoppers as user-friendly as it wants its customer-facing platform to be. In addition to reducing fees for customers last year, Instacart recently introduced curbside pickup and continues to expand to serve more markets — now available in more than 20,000 stores in 5,500 cities throughout North America.
Last October Instacart landed $600 million in new funding, and at the time said it would use some of the money to invest in engineering and product development talent. It appears that part of the investment has also been put to improving relationships with contractors and the tools they have available to them.
- Announcing Faster, Better Support for ShoppersMedium