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The Rise of Instacart: Valuation Profitability and Shopper Count Revealed

Instacart: A Rapidly Growing Online Grocery Delivery Platform

In a world where convenience reigns supreme, grocery shopping has become the latest battleground for companies looking to make our lives easier. Enter Instacart, a same-day grocery delivery and pick-up platform that connects shoppers with retailers and personalized shopping assistants.

In this article, we’ll take a closer look at Instacart’s history, revenue, profits, and projected growth, and how the COVID-19 pandemic impacted its business.

Instacart Revenue and Annual Losses

Instacart was launched in 2012 and quickly became one of the most popular online grocery delivery services. By partnering with retailers across the United States and Canada, Instacart was able to offer customers the convenience of same-day delivery.

In 2020, Instacart saw a massive increase in demand due to the COVID-19 pandemic, resulting in its annual revenue skyrocketing to about $2 billion. However, despite the dent in their armoury, this prosperity didn’t come without a fight.

Instacart has posted annual losses every year since its inception, making many investors skeptical about its long-term financial viability.

Instacart Profit and First Profitable Month

Instacart’s revenue growth was not immune to controversy, but in 2021, the company achieved profitability for the first time ever. In April 2021, Instacart reported earning more than $1 billion in revenue, its first profitable month since the inception of the company.

The significant increase in demand during the pandemic, combined with the company’s diversification of revenue streams, led to a newfound financial stability.

Instacart Sales and Retail Partners

Many retailers have chosen to partner with Instacart to increase their online presence and sales volume. As a result, Instacart now serves as a critical marketing tool for retailers as they attempt to expand their customer base.

Some of Instacart’s most prominent retail partners include Walmart, Kroger, and Aldi. In recent years, the platform has made it possible for independent retailers to join the program by setting up a storefront interface that allows them to sell their products on the Instacart platform.

Instacart Growth and Sales Projection

Instacart’s growth since the pandemic has been impressive, and the company shows no signs of slowing down. It currently operates in over 5,500 cities and has grown to employ over 1,000,000 personal shoppers.

The company has also announced plans to expand into new markets, including Canada and Europe, where it’s speculated to have great commercial potential. Instacart’s sales are predicted to continue increasing as more retailers join the program, and more consumers adopt the platform as their preferred delivery platform.

The Impact of COVID-19 on Instacart

COVID-19 has had an enormous impact on every aspect of people’s lives, Instacart being no exception. The pandemic gave Instacart a significant opportunity to showcase its services and attract new customers.

The company’s revenue worked leaps and bounds during the pandemic, increasing by 55% between March and April 2020 alone. As of March 2021, the platform has seen a 300% increase in order volume from the previous year.

Despite being criticized for its safety standards and treatment of employees, Instacart’s business has profited greatly from the pandemic, which helped it to diversify its revenue streams and improve its profitability.


Instacart is a remarkable online grocery delivery and pick-up platform that has become a necessary service in our daily life. Its inception in 2012, despite criticism, has achieved enormous success over the years.

With this current pandemic, we can only expect its growth to skyrocket in the coming years due to the rise in demand for convenience. Instacart has revolutionized the way we purchase and receive groceries and has proven its ability to adapt to new markets and new challenges.

It’s no surprise that Instacart’s future prospects look bright. Instacart: A Closer Look at Revenue Trends, User Growth, Shopper Increase and Retail Partners

Since its launch in 2012, Instacart has grown immensely to become one of the most popular grocery delivery platforms in the United States and Canada.

Its growth has been attributed to its ability to offer consumers an easy and convenient way to get their groceries delivered while attracting retailers with a broader customer base. In this article, we will focus on Instacart’s revenue trend, user growth, shopper increase and retail partners.

Instacart Revenue Trend

Instacart’s revenue trend has been nothing but impressive since its founding in 2012. The company’s revenue increased in 2020 due to a significant increase in demand, as more consumers sought to avoid physical trips to the grocery store.

The pandemic led to a change in consumer behavior as many preferred to have items delivered to their homes. The surge in demand resulted in an increase in Instacart’s revenue from $1.5 billion in 2019 to $2 billion in 2020.

Furthermore, during the pandemic, the company saw a sharp increase in the average order value placed by customers. In 2021, the company achieved profitability for the first time after an increase in demand during the pandemic year.

Yearly Revenue Breakdown

Instacart’s revenue grew by 35% in 2019, primarily driven by a higher commission fee from its retail partners. The company’s partnerships with major retailers like Walmart, Kroger, and Aldi played a significant role in driving growth as these retailers had more products to sell online and more customers to reach through the Instacart platform.

In 2020, the company’s revenue increased primarily due to increased demand from new customers and existing customers placing more orders.

Instacart User Growth

Instacart’s user growth is another critical component of the company’s success. The company grew from a single market in San Francisco to over 5,500 markets across North America, employing more than 1 million personal shoppers to cater to the needs of over 40 million customers.

The company has seen a significant increase in its user base, with more people choosing the platform as their preferred shopping method. Recent statistics show that there was a 200% increase in new customer orders in 2020 compared to 2019.

Unfortunately, the company is yet to break down the demographics based on age and other metrics.

Demographic Growth

Instacart’s demographic outreach is also noteworthy, with the platform attracting both young and senior customers. A substantial portion of the user base comprises millennial and Gen Z customers looking for a convenient way to shop for groceries.

The platform’s popularity among older customers is also growing, particularly those who have difficulty or are unable to leave their homes. Instacart’s ability to cater to a wide range of demographics and offer personalized experiences to each customer is one of its key strengths.

Instacart Shopper Increase

Instacart’s success lies not only in its user growth but also in its ability to attract more shoppers. Instacart’s personal shoppers are independent contractors who are carefully vetted and trained to provide excellent service.

The platform has seen an increase in the number of personal shoppers, which has helped improve delivery times and the overall quality of service.

Number of Shoppers

In 2020, Instacart saw a spike in the number of personal shoppers as record levels of demand saw more people signing up to work for the company. The platform saw approximately 500,000 new independent contractors apply to join its ranks between March and April 2020.

The number of Instacart shoppers rose to over one million in 2021, thanks to the company’s continued growth.

Independent Contractors

Instacart’s personal shoppers are independent contractors, meaning they operate on a self-employed basis. They are responsible for their own expenses and taxes and have the freedom to choose their working hours.

This model has proved to be successful for both the company and the personal shoppers, as it allows Instacart to rapidly scale up or down as demand fluctuates, and provides shoppers with the flexibility to work around their schedules.

Instacart Retail Partners

Instacart’s partnerships with leading retailers have been instrumental in the company’s success. The platform offers retailers an additional channel for selling products and expanding their customer base while providing consumers with convenient access to their favorite retailers.

Over the years, Instacart has formed partnerships with numerous retailers, both big and small, and continues to expand its retail ecosystem.


Instacart’s partnerships are continually expanding, and the company is now working with more than 600 retailers to offer over 500,000 different items. The platform recently announced a deal with 7-Eleven and plans to offer same-day delivery of essentials, snacks, beverages, and household items from 7-Eleven stores.

The expansion to include convenient stores shows that Instacart realizes the potential of establishing partnerships even beyond traditional grocery stores.

Number of Partners

The number of retail partners who work with Instacart is continuously growing, and it’s no surprise why. The platform has enabled retailers to grow their businesses and reach customers who may not have previously been able to access their products.

In 2020, the company announced partnerships with convenient stores like 7-Eleven, NY based retailer, DOC V’s, and Rite Aid. Today, Instacart is home to over 600 retail partners, with significant names like Target, Costco, Safeway, Giant, and Whole Foods partnering with the company.


Instacart has significantly impacted the grocery delivery industry, with its revenue growth, user growth, personal shopper base, and partnerships with retailers. The company has revolutionized the way consumers shop for groceries by offering a convenient, personalized, and affordable shopping experience.

Instacart’s continued growth shows that the company is here to stay and will continue to play a significant role in changing the delivery market. Instacart: A Company Worth,


Market Presence, and Workforce Overview

Instacart has become a household name in the online grocery industry by offering customers a convenient and affordable option for purchasing their groceries. The company’s value and market presence have expanded significantly in recent years due to the increase in demand for online grocery delivery services.

In this article, we will be focusing on Instacart’s valuation, market presence, expansion, workforce, and recruitment amidst the pandemic.

Instacart Valuation

Instacart’s valuation continues to rise due to its success in the online grocery delivery business. The platform has experienced immense growth in recent years, leading to its valuation in 2021, estimated at $39 billion.

Investors pumped up the company’s valuation due to the pandemic-induced surge in demand, which continued even after the pandemic had subsided. The stock also saw a boost in the second half of 2020, leading to a total valuation of $17.7 billion by the end of the year, representing a steep rise in company worth.

Market Presence

Instacart has managed to establish a considerable market presence since its inception in 2012. The company serves more than 5,500 cities in North America and generates its revenue from partnerships with leading retailers.

Instacart’s presence in many major cities across the United States and Canada has allowed the company to establish a widespread customer base and compete effectively in the market.


Instacart continues to expand its reach by partnering with new retail partners and introducing new services. The company has expanded its services beyond groceries and now offers alcohol delivery and prescription refills through a partnership with Costco.

Additionally, Instacart has been looking to expand into new markets, rolling out its services to Canada and other parts of the world. The company’s expansion over the years has allowed it to grow into a significant industry player and compete with other online grocery delivery companies.

Instacart’s Workforce

Instacart’s workforce revolves around its shoppers, who are responsible for fulfilling orders for customers. The company classifies its shoppers into two categories: In-store shoppers and full-service shoppers.

In-store shoppers focus on the in-store picking of products, while full-service shoppers combine the in-store picking with the delivery of the grocery order.

Shopper Categories

Instacart’s in-store shoppers work as part-time employees and are responsible for picking out groceries in stores, whereas full-service shoppers work as independent contractors and take care of both grocery pickup and delivery. The company carefully vets its independent contractors and provides them with access to training on how to provide the best possible service while on the job.

Independent Contractors

Instacart’s emphasis on independent contractors provides an extra layer of flexibility to their service, making it cheaper to operate compared to other grocery delivery services. The flexibility allows independent contractors to work when it’s most convenient for them and take as many or as few orders as they wish, allowing them to tailor their work to their personal preferences.

Instacart’s workforce has also greatly helped to bring an on-demand workforce to millions who need it the most, during a pandemic that saw millions of people unemployed in the United States.

Hiring and Pandemic Impact

The pandemic-induced demand for grocery delivery services led to a surge in demand for personal shopper services on Instacart’s platform. The company had to scale up hiring rapidly in a very short time as demand for its service grew rapidly.

Initially, the company saw a rise in the number of dormant workers, who registered on the platform, but the demand surge later intensified, forcing an increased number of independent contractors to join the platform to meet the growing demand. The company had to quickly recruit more shoppers to ensure they could offer prompt deliveries and accommodate the increased demand for its services.

Shoppers Recruitment

Instacart has made a huge effort to recruit independent contractors to meet the rising demand for its services amid the pandemic. It launched various recruitment drives across different communities and established partnerships with influencers to attract more personal shoppers.

The company also provided incentives to shoppers to encourage them to sign up. Such incentives included bonuses and referral fees paid to current independent contractors, encouraging them to recruit their friends and family members.

Instacart’s recruitment drives have been successful, proving the effectiveness of incentives for the right employees as a way to encourage recruitment.


Instacart’s success story is one that has been built through years of struggle, partnerships, and hard work. The company’s valuation and market presence have grown rapidly in the last few years, owing primarily to its ability to adapt to the growing demand for grocery delivery services.

Instacart’s workforce of independent contractors has been critical for them to operate efficiently and deliver excellent service to customers. In a year that seen a pandemic, Instacart’s workforce and community have been instrumental in its ability to succeed and respond to the rising demand for grocery delivery services.

Instacart: Understanding User Behavior, Food Delivery Market Share, App Downloads, and the Online Grocery Industry

Instacart has revolutionized the way people shop for groceries, providing a convenient and easy-to-use platform for online grocery ordering and delivery. As the company continues to thrive and evolve, it’s important to understand user behavior, its market share in the food delivery industry, the growth in app downloads, and its position in the online grocery industry.

In this article, we will delve into these topics to gain a deeper understanding of Instacart’s impact and success.

User Behavior and Senior Usage

One of the interesting aspects of Instacart is its ability to attract a wide range of users, including seniors who may find traditional grocery shopping challenging. The user behavior on Instacart’s platform indicates a growing trend of older adults utilizing online grocery ordering services.

As technology becomes more accessible and user-friendly, seniors are increasingly embracing online platforms to fulfill their grocery needs. Instacart’s user-friendly interface and personalized features make it an ideal choice for seniors who want to shop from the comfort of their homes.

Food Delivery Market Share and Competition

Instacart has significantly impacted the food delivery market, gaining a significant market share among online grocery delivery platforms. The company’s ability to establish partnerships with leading retailers and expand its services beyond groceries has contributed to its competitive advantage.

However, the food delivery market is highly competitive, with other players such as Amazon Fresh, Walmart Grocery Delivery, and Shipt vying for a slice of the market. Instacart’s success lies in its ability to differentiate itself by leveraging its extensive network of retail partners and providing a seamless online grocery shopping experience.

Market Position

Instacart holds a strong position in the food delivery market, especially in the online grocery segment. Its vast market presence, widespread availability in over 5,500 cities, and partnerships with major retailers have helped solidify its position as a dominant player in the industry.

Instacart’s commitment to customer satisfaction, timely deliveries, and a wide variety of options has enabled it to establish a loyal customer base and maintain a competitive edge.

App Downloads and User Growth

Instacart’s mobile app has played a crucial role in its success and has witnessed a significant increase in downloads over the years. The convenience and ease of use offered by the app have attracted a large number of users who prefer the convenience of ordering groceries from their smartphones.

In 2020 alone, Instacart’s app downloads increased by over 200% as more people shifted to online grocery shopping due to the COVID-19 pandemic. The surge in downloads and user growth reaffirms the demand for convenient online grocery delivery services and Instacart’s ability to meet that demand.

Online Grocery Industry and E-commerce Sales

The online grocery industry has experienced tremendous growth in recent years, with e-commerce sales in the sector reaching new heights. The convenience and accessibility of online grocery platforms have become increasingly appealing to consumers, prompting a shift in their purchasing behavior.

With the COVID-19 pandemic further accelerating the adoption of online grocery shopping, the industry has experienced unprecedented growth. Instacart has emerged as one of the industry leaders, leveraging its vast network of retail partners and its commitment to customer satisfaction to capture a significant share of the market.

Market Share and E-commerce Sales

Instacart has made significant inroads into the online grocery industry, capturing a notable share of the market. The company’s partnerships with major retailers and its ability to provide a seamless, user-friendly online shopping experience have contributed to its success.

Instacart’s market share is expected to continue expanding as more consumers seek the convenience and safety of online grocery shopping. As demand for online grocery services continues to rise, e-commerce sales in the industry are projected to reach new heights.


Instacart has emerged as a key player in the online grocery industry, driven by user behavior, market share, app downloads, and the growth of e-commerce sales. Its ability to adapt to changing consumer preferences and provide a convenient and personalized shopping experience has contributed to its success.

As technology and consumer behavior continue to evolve, Instacart’s position in the market and commitment to innovation will play a vital role in shaping the future of online grocery shopping. Instacart: Exploring Worth, Profitability, Shopper Count, and Tax Deductions

Instacart, as a prominent player in the online grocery delivery industry, has garnered significant attention for its valuation, profitability, shopper count, and tax deductions for its independent contractors.

In this article, we will delve deeper into these topics to gain a better understanding of Instacart’s worth, the timeline of its profitability, the size of its shopper count, and the tax deductions available for its contractors.

Instacart Worth and Valuation History

Instacart’s worth can be determined through various metrics, including its valuation. The company’s valuation has seen ups and downs throughout its history, reflecting market trends and investor sentiment.

In 2021, Instacart was valued at an estimated $39 billion, a significant increase from its previous valuation in 2020. The rise in valuation can be attributed to the surge in demand for online grocery delivery services during the COVID-19 pandemic.

However, it’s important to note that Instacart’s valuation has fluctuated over time, reflecting the dynamic nature of the market.

Profitability and Impact of the Pandemic

Instacart’s path to profitability has been a topic of interest and scrutiny. The company reported its first profitable month in April 2021, after facing annual losses since its inception.

The profitability milestone was fueled by the surge in demand during the pandemic, as more consumers turned to online grocery shopping. The pandemic accelerated Instacart’s revenue growth and allowed the company to diversify its revenue streams, leading to improved financial stability and eventual profitability.

The pandemic impact played a crucial role in Instacart’s journey towards profitability.

Shopper Count and Employee Structure

Instacart’s operations rely heavily on its shoppers, who fulfill orders on behalf of customers. The company classifies its shoppers into two categories: in-store shoppers and full-service shoppers.

In-store shoppers are part-time employees who work within stores and are responsible for gathering the items specified in customers’ orders. On the other hand, full-service shoppers are independent contractors who handle both picking and delivering the orders.

They have the flexibility to choose their own working hours and work as much or as little as they desire. This structure allows for scalability and flexibility in meeting customer demand while providing earning opportunities for independent contractors.

Store-Based Shoppers and

Independent Contractors

Instacart’s store-based shoppers, the in-store shoppers, are part-time employees who are paid an hourly wage and receive benefits such as access to company-sponsored healthcare. They work within specific partner stores and fulfill orders within the store.

On the other hand, independent contractors, the full-service shoppers, have more flexibility in terms of selecting their own working hours and deciding the number of orders they accept. They take care of both picking and delivering the orders, with their compensation being based on factors such as order size, location, and demand.

Tax Deductions and Business Expenses

As independent contractors, Instacart shoppers are responsible for their own business expenses and taxes. They have the opportunity to claim various tax deductions related to their work as delivery drivers and personal shoppers.

Some common tax deductions available to Instacart shoppers include gas and mileage deductions, which can significantly reduce their taxable income. These deductions help offset the costs associated with using their personal vehicles for work-related purposes.

Shoppers are advised to keep accurate records of their business expenses to ensure they can take advantage of these deductions and reduce their tax liability.


Instacart’s worth, profitability, shopper count, and tax deductions are all integral aspects of understanding the company’s success in the online grocery delivery industry. Its valuation reflects investor confidence and the market demand for convenient delivery services.

The journey to profitability was accelerated by the pandemic-induced surge in demand, which allowed Instacart to achieve financial stability. The combination of store-based shoppers and independent contractors has enabled Instacart to scale its operations and meet customer needs effectively.

Additionally, the availability of tax deductions for Instacart shoppers helps alleviate their tax burden and supports their entrepreneurial efforts in this fast-growing industry. In conclusion, Instacart’s valuation, profitability, shopper count, and tax deductions are vital components in understanding its success in the online grocery delivery industry.

Over the years, the company has seen a significant increase in its valuation, with a milestone of profitability achieved during the pandemic. Its extensive shopper count, consisting of both store-based employees and independent contractors, allows for flexibility and scalability to meet customer demand.

Moreover, independent contractors benefit from tax deductions such as gas and mileage, helping to offset their business expenses. Instacart’s growth and achievements highlight the increasing popularity of online grocery services and the evolving landscape of the industry.

As technology continues to shape our shopping habits, Instacart’s journey serves as a testament to the power of convenience in meeting consumer needs.

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