Instacart launches cart discovery tool

SAN FRANCISCO—Instacart announced the launch of discovery-driven content and shopping experiences on its Instacart app. The new in-app shopping experience, Carts, features shopping lists from pop culture figures, retailers and designers. Carts can range from Self Care Sunday and Late Night Noms to Date Night.

“These curated carts, appearing in the new home feed at the center of the Instacart app, will help customers see the possibilities of how other people’s carts can inspire their world and have their new discoveries delivered to their doorsteps by as little as an hour,” Instacart wrote in a statement.

Instacart is kicking off the new content with a campaign titled “The World is Your Cart,” featuring GRAMMY-winning singer Lizzo and her buyable cart.

Instacart unveiled the “The World is Your Shopping Cart” campaign yesterday in a full-page ad in the center of The New York Times Sunday edition featuring Lizzo and the creation of the campaign. Instacart is also an official sponsor of the 2022 MTV Video Music Awards, where the campaign film will premiere, following an onstage performance by Lizzo. The campaign will also include multiple activations across linear, OTT and OLV TV channels, print, podcast and audio streaming, as well as paid and organic social media.

“‘The World is Your Cart’ is a rallying cry that reminds us of the abundant possibilities in every product we add to our carts and satisfies our curiosity by allowing other people’s carts to spark our own creativity,” said Laura Jones, Marketing Director. on Instagram. “In addition to capturing these possibilities on our new creative platform, we’re making them a reality by giving consumers the ability to discover new things on the Instacart app, so you can browse, be inspired, and turn that inspiration into reality by getting your items delivered to your doorstep in as little as an hour.

Instacart is also expanding its Shoppable Recipes integration launched earlier this year. Now, more recipe creators and food-focused developers can make their websites commerce-ready. With Recipe Maker integration, publishers and bloggers can now make their websites instantly shoppable on Instacart with just a few clicks.

Instacart is also adding monetization tools for its content partners. The company is launching Instacart Tastemakers, an affiliate network for creators, publishers and developers so they can monetize the purchases their audience makes on Instacart.