Instacart is an American-based company that provides a grocery delivery service across North America. It has a website and a mobile app and offers access to the products of various participating retailers. It is a straightforward service to use but can require some guidance.
Instacart is an online-only service with pickup and delivery options defined by available retailers in the area. It operates across the United States and Canada, connecting customers to stores without an in-person visit. It delivers in booked slots for a fee and has subscription options.
If you’re looking to start shopping with Instacart, check out this guide to find out more about how it works, what it offers, the prices it charges, and whether it suits your needs.
What It Is
Here are some quick facts about Instacart:
- It was founded in San Francisco in 2012 by Apoorva Mehta, an Indian Canadian entrepreneur who formerly worked for Amazon and Blackberry. Mehta also serves as the company’s CEO.
- It is one of the most widely available delivery services in North America and saw a massive surge in customers during the COVID-19 pandemic.
- It added two new features to assist customers during the pandemic: Order Ahead and Fast and Flexible.
- It employs part-time and full-time workers as personal shoppers.
- Its services can be used through iOS or Android apps or by creating a free account through their website.
- It gives access to numerous participating retailers like grocery stores, specialty shops, pharmacies, and even membership-only stores like Costco.
- It has one of the broadest shopping networks on offer for delivery services.
- It aims to increase its personal shopper network by around 250%.
How It Works
The first step to your Instacart journey should involve checking if it is available in your area and, if so, what stores are participating in its network. On the Instacart website, introduce your zip code and take note of the availability. If you have Instacart in your area, you can go ahead and create an account either on the website or by downloading the app.
Once you’ve created your account, check the list of participating retailers. You can browse the selections on offer and select the items you may need. Instacart provides broad access to various stores that should help you find exactly what you are looking for. After you have selected your items, the list gets sent to a personal shopper who will go to the store for you.
Your designated personal shopper will stop at the store and pick up the contents of your list. They will then keep you informed of anything that might be out of stock through the app or the website. You will be able to direct them toward suitable replacements. They will then deliver your shopping in their personal vehicle or leave your items at the store for pickup.
How to Order
After choosing your preferred store (or stores, if you have Instacart Express), these are the steps to follow:
Check the Pricing Regulations for Your Selected Store
Some will have a mark-up, and the amount depends on the store. You can find this information under the “view pricing policy” tab in the “info” section. Any mark-ups will be disclosed in full under “pricing” so that you’ll know what to expect from your final payment amount. This information may also depend on the day or the time of day.
Add To Your Shopping Cart
Once you select your store, you can start filling your shopping cart with the items you need. You can browse a store’s entire selection to get a grasp on what’s available or filter through categories if you have specific things on the list. After you’ve made your first order, you’ll have saved items and recommendations available too.
If you’re looking for reduced items or great deals, make sure to check out the “savings” section. This allows you to see all the items on sale at each store. As you browse, you can easily compare prices between brands so that you can be sure to make the best purchase for your needs.
Other categories you can use to filter through the available products are:
- Type of diet: You can pick options like vegan, organic, fat-free, gluten-free, and more.
- Tags: Used to narrow down further the category you want to check
- Brands: You can choose specific available brands and view only their products in selected categories.
- Promotions: Here, you’ll find more deals that the store is offering.
Checkout Options
After you’ve filled up your cart, you can go ahead and check out. This will take you to a page where you will be able to customize your order further. You’ll review your chosen products and then add instructions under each one if necessary. These instructions can include substitution preferences.
Substitution preferences usually have three options:
- Specific replacement if the item is unavailable
- Personal shopper’s choice of replacement
- No replacement
If you choose no replacement, you won’t be charged for the out-of-stock item. If you allow replacements, any difference in price from the original item will either be refunded or charged.
You’ll also be able to select a delivery slot during checkout, and you can find out more about these in the next section. Once everything has been reviewed and filled in, you can enter your payment information, including any tips. The final step is placing your order, after which you’ll be able to amend it until your shopper is at the store.
You will be able to communicate any needed changes to your shopper through the chat option even while they’re picking up your list. You can also check your order status at any time through the process.
Delivery Times
Once you are ready to proceed with placing your order, you’ll be taken to a screen where you’ll see all the available delivery slots for your chosen time period. Depending on the service’s availability, this can include same-day delivery within two hours. You can also usually book delivery up to two weeks in advance.
The delivery slots tend to be offered in two-hour blocks throughout the day. They are dependent on your chosen store’s opening times, but they can be from early morning until midnight. Usually, your personal shopper needs you to be at home to deliver your shopping, or for you to give them the instruction to leave them at the door.
This process changed during the COVID-19 pandemic, as Instacart created contactless deliveries to minimize contagion risk. This eliminates the need for physical contact between the shopper and the customer by allowing the shopper to leave the delivery either at the door, in lobbies, or on porches.
New Delivery Options
The rise in demand that Instacart has experienced since 2020 has seen the need to introduce further options to facilitate the process. This was due primarily due to the existing delivery slots failing to cover the surge in the service’s use. To help with this issue, Instacart introduced the Fast & Flexible delivery option in April 2020.
This new option offers a less strict delivery schedule that is an excellent solution for those who spend more time at home during the day. The Fast & Flexible option has a delivery window of 48 hours, with orders being allocated to personal shoppers as they become available.
The personal shopper will then let you know when they are shopping and when your items will be delivered. While Instacart continues to provide same-day delivery, the Fast & Flexible option has helped meet demand, especially for customers with open schedules. The less restrictive nature of this option has allowed for fast-paced and comprehensive delivery.
With Fast & Flexible, the customer has to do even less work than usual, as the delivery times will be automatically allocated when shoppers become available. You will be kept informed of any updates through app or website notifications, but can otherwise forget about it until it is time to receive the delivery.
Order Ahead
With Order Ahead, Instacart has increased the advance booking system from one week to two. This allows customers to set up their recurring groceries with ease, especially when ensuring stocks of basic household items can be essential. Order Ahead shopping carts can be edited throughout the time period until delivery, and it’s an excellent feature to explore, especially when bulk buying.
New Features in a Pandemic
Apart from the changes we’ve already mentioned, Instacart has introduced several more features that have been shaped by safety regulations and the adapting needs of customers and personal shoppers during these times. Here are some of the new options that have been appearing since spring 2020:
- Mobile checkout: This function for personal shoppers has now been made available everywhere.
- Customer default tip: This new setting remembers the previous order’s tip percentage and automatically defaults to it. If this is your first order or if your previous tip was less than 5%, it will default to 5% for any new orders.
- Out-of-stock cancellations: These are now done automatically without a need for further input from shoppers.
- In-app incident reporting: Shoppers now have access to incident reporting while on the go through the app.
- Contactless alcohol delivery: In addition to general contactless delivery, alcohol can now be delivered in most areas without requiring a physical signature. This is done by scanning the ID of customers from a distance.
Pickup Option
For those looking to save on delivery costs, you can choose Instacart’s Pickup option when you’re checking out. You can select a Pickup slot the same way you’d select a delivery window. Your personal shopper will take care of your list and then send you a notification through the app when your groceries are ready.
Once that notification comes through, you can respond to it with your estimated time of arrival. Your personal shopper or a shop employee will then bring your groceries out to your waiting vehicle, which means all you have to do is show up to get your items without having to go into the store.
Personal Shoppers
The majority of Instacart’s personal shoppers are independent contractors or freelancers working for the company as external staff. They pick up your shopping for you and deliver it with their vehicle in a way that can be compared to companies such as Uber. While they can arrange their work schedule to suit their needs, they are not eligible for company benefits.
Tipping is essential to keep in mind when arranging for an Instacart service, and we’ll discuss that at length in an upcoming section. The Instacart personal shoppers will keep in touch with you throughout the experience while making accommodations for your shopping needs. Remember to check your app to make sure you don’t miss any updates.
The Instacart app will allow you to follow the progress of your personal shopper as they make their way to your home too. Once they are done at the store, you’ll be able to see them on the in-app map in real-time until they reach your doorstep.
Where It Is Available
Instacart has experienced consistent growth since launching in 2012. It continues to expand all the time, but it already has the accolade of being one of the widest-accessible grocery delivery services in North America, especially in metropolitan areas.
It is currently available in most metropolitan areas across the fifty states, including Washington DC. It’s also available in nine provinces in Canada: Alberta, British Columbia, Manitoba, New Brunswick, Newfoundland and Labrador, Nova Scotia, Ontario, Prince Edward Island, and Saskatchewan.
In case Instacart is not yet available in your local area, you should sign up to receive updates about that on the website when you check out your zip code. This will keep you in the loop with the company’s expansion. You can also sign up for sales and marketing emails for further insight into that process.
The Costs Involved
Instacart can come with extra costs compared to a traditional grocery shopping trip, but it can also come with plenty of conveniences. If you’re considering opting for this service, this is where you’ll find out more information about what costs are involved with it.
Delivery
Delivery costs will be the big difference for your wallet. Bear in mind that to qualify for Instacart delivery, you’ll have to spend a minimum of $10. When you spend over $35, you qualify for standard delivery. These costs can vary depending on the area, the shop, the demand, and the schedule. You may also face mark-ups on some items.
For orders over $35, you will usually spend $3.99 on same-day orders. This delivery fee may change depending on when you’re placing the order. To this, there will be an added service fee that may also increase if you’re getting an alcohol delivery. Otherwise, this fee tends to be around 5% and a $2 minimum.
Other fees
Once you’ve finished adding delivery options, you will get to see your updated total price before you proceed to place your order. This will include all the fees and a breakdown of what you’ll be paying.
For Instacart Pickup, you won’t have to pay any service fees, but you will have to pay a small fee similar to the delivery one. You will also have to pay one for Costco groceries, even if you are an Instacart Express member.
There are some other fees you may encounter during your Instacart shopping experience:
- Sales tax: This will depend on the local laws affecting the area where your address is registered.
- Bag fees: Some areas charge extra for non-reusable bags.
- Bottle deposit: Some areas will charge a fee for purchases of recyclable containers like cans and bottles.
- San Francisco healthy tax: The San Francisco jurisdiction imposes this tax on all orders in the area.
- Sugar tax: Some areas impose an additional tax on all sugary beverages.
Tips
Tips for personal shoppers are not included in any of the fees that you’ll be paying for the Instacart services, so using the tipping option when you check out is very encouraged as it goes in full to the shopper.
As mentioned above, the tipping system has changed from its original design. It automatically defaults to the previous tipping percentage if it’s above 5%, but it can be manually changed at any time. Usually, a 15% tip is standard practice per order.
You will have a maximum of 24 hours to amend your tip after your order has been delivered. This has been changed from a previous three-day adjustment period to help with a quicker payout and to reduce instances of tip-baiting. This involves an order going through with the tip showing on it, only to then be amended to 0% by the customer once the delivery is done.
Although optional, tipping is an essential part of the Instacart experience and a helpful way to ensure that your personal shopper gets rewarded for their hard work in picking and delivering your items.
Subscription Options
Instacart offers a membership option called Instacart Express. This is billed at $99 per year or $9.99 a month and offers several benefits:
- Free delivery for orders over $35
- No extra fees during peak periods
- Shopping at more than one store per order at no extra delivery cost
- No service fees or pickup fees for collection customers
- Savings on service fees
The Instacart Express option can be beneficial to repeat customers because the membership price will still save on delivery costs throughout the year.
What Kind of Shops Does It Include
Instacart is known for offering easy access to grocery stores in your areas, but its reach doesn’t stop there. The highlight is placed on local stores, from big to small. If they are in the network, you’ll be able to order from pharmacies, gourmet stores, wine shops, delis, and even membership-only stores like Costco and BJ’s Wholesale without having a membership.
The available network of stores will depend on the area where you live, but these are some more of the most popular stores that Instacart works with:
- Target
- Aldi
- Kroger
- Sam’s Club
- CVS
- Publix
- Sprout
- Albertsons
- Loblaw
- Wegmans
- Safeway
- Giant
- Harris Teeter
- Food Lion
If you have access to Instacart in your area, you’ll also see specific local stores and not just chains.
Advantages of Using Instacart
When you’re checking whether Instacart is the right choice for you, there are several things to keep in mind. Numerous advantages can be of benefit to you, and they’re usually linked to time and convenience.
Conveniently Practical
Above all, Instacart saves time. You can add to your shopping cart from laptops or smartphones and keep an eye on your order no matter where you are or how busy the rest of your day can be. You can spend the time that you’d usually spend at the store on other things.
Instacart can also help reduce the effort of having to deal with carrying groceries, and it takes a weight off your shoulders if you have other duties like childcare, especially if you’re also working at the same time. It also brings the groceries directly to your doorstep while keeping you informed of their progress at every step.
Sticking to the List
Using services like Instacart can significantly reduce the number of impulse buys that usually occur in-store. This can save you some money and even provide some added health benefits by reducing the temptation. Ordering online or through the app with a list will help you stick to the items that are there while offering you plenty of options for them too.
Browsing Variety
While it can be hard to keep track of exactly where the things you need are in stores, Instacart gives you straightforward departments and categories to assist with your shopping experience. You can also compare the products of various stores in terms of pricing and quality before making the final decision.
Instacart highlights the browsing process while still allowing you to focus on precisely what you need to buy.
Access to Stores
Instacart opens access to many stores that you may not have been able to get to in the past, such as membership-only stores. In the case of places like Costco, if Instacart offers the store’s services in your area, you won’t have to purchase an additional membership to get access to their products.
Instacart also makes it easier to see exactly what you have at your disposal in the area where you live, and what these places can offer you. This can significantly add to your lifestyle, whether you’re looking at grocery deliveries or gourmet stores.
One of Instacart’s main advantages is that it partners up with a wide array of stores. It’s also present in numerous areas, making it an accessible service that becomes practical to use, especially in metropolitan areas.
Same-Day Delivery
A favorite among Instacart customers, the same-day delivery service can be very helpful when you’ve run out of essentials and don’t have time for a supply run, or when you need some specific items on short notice. The same-day delivery, if available, can be on your doorstep within two hours.
Disadvantages of Using Instacart
As expected, the primary disadvantage of Instacart when compared to traditional in-store shopping is related to financial reasons, but there are some more things to keep in mind.
The Added Costs
Instacart charges fees for delivery and pickups unless you’re an Express member. These can quickly add up if you need to make more than one order in a short amount of time. On top of those fees, you’ll also have to consider potential mark-ups and higher prices during busier store times. Tipping is encouraged, and that will also add to the costs.
Most of these extra charges can be avoided when shopping in-store, so it’s a matter of whether choosing convenience or savings is more important to you as a customer in the long run.
No Store Benefits
You won’t be able to use any accumulated store coupons, savings, or rewards through Instacart as you would do during an in-store visit. The service doesn’t include these in the plan, though it does give access to the sales that the stores have available. If you have a points card for any of the stores, you won’t be able to use that either.
Rural Areas Are Less Covered
As Instacart focuses particularly on metropolitan areas, rural ones don’t have as much access to the service. Instacart is continuing to grow all the time, but there can be a long wait for certain communities to be included in the network for now.
Requires Some Online Literacy
By being available only on the website and the smartphone app, Instacart can limit the type of customer who can use it, especially if they don’t have access to the necessary tools. Navigating the ordering process can seem straightforward to younger generations, but on the other hand can be a struggle to others, which removes its practicality.
Conclusion
Instacart is an online-only delivery service that provides access to an extensive network of stores across metropolitan areas in North America. It offers many features that can make shopping more convenient, but this can come at higher costs.