Instacart
Same-day grocery delivery and pickup platform.
Instacart at a glance
Instacart is a food & delivery website and one of the most visited sites in United States, currently ranked #73 in the country. It was founded in 2012 by Apoorva Mehta, Max Mullen, Brandon Leonardo and is headquartered in San Francisco, California, United States. Today Instacart is owned by Maplebear Inc. (Instacart). Our estimates put its audience at ≈ 65 million visits per month. The business earns money mainly through delivery fees, advertising, instacart+ subscriptions. Its closest rivals include walmart.com, amazon.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 61.1 million / month | +2% |
| Q2 | ≈ 63 million / month | +3% |
| Q3 | ≈ 65 million / month | +3% |
| Q4 | ≈ 68.9 million / month | +6% |
Traffic sources
- Direct62%
- Organic search22%
- Paid search9%
- Social5%
- Referral2%
Audience & demographics
- Men51%
- Women49%
- Age 18-2429%
- Age 25-3433%
- Age 35-4420%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 19.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| instacart | 1 | Very high | Dominant |
| food delivery | Top 10 | High | — |
| grocery delivery | Top 10 | High | — |
| discount code | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 89% mobile
- Position in country
- Among the leading food & delivery apps in United States
Company information
- Website
- instacart.com
- Sector
- Food & Delivery
- Owner
- Maplebear Inc. (Instacart)
- Owner type
- Public company
- Founders
- Apoorva Mehta, Max Mullen, Brandon Leonardo
- Founded
- 2012
- Headquarters
- San Francisco, California, United States
- Employees
- 3,000+
- Ownership
- Maplebear Inc. (Instacart) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $3.4B annual revenue
- Languages
- English, Spanish
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $3.4B annual revenue
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Instacart operates a food and grocery delivery platform focused on United States. Same-day grocery delivery and pickup platform. Revenue comes mainly from delivery fees, supported by the other lines listed below.
- Delivery fees
- Advertising
- Instacart+ subscriptions
Products & services
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #73 in this index
- Sector rank
- Leading food & delivery site in United States
- Global rank
- 850
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| walmart.com | ≈ 39 million / month | #74 class competitor | — |
| amazon.com | ≈ 29.2 million / month | #75 class competitor | — |
What is Instacart?
Instacart (instacart.com) is a food and grocery delivery platform serving users in United States. Same-day grocery delivery and pickup platform. It ranks #73 among the most visited websites in the country in this index, within the food & delivery category.
Who owns Instacart?
The site is operated by Maplebear Inc. (Instacart), founded by Apoorva Mehta, Max Mullen, Brandon Leonardo. The company was established in 2012 and is headquartered in San Francisco, California, United States. It employs around 3,000+.
Traffic and audience
Traffic estimates place Instacart at roughly 65 million visits per month, about 2.2 million per day. Around 89% mobile of sessions come from mobile devices, and visitors view about 6.1 pages per visit with an average session of 5 min.
How Instacart makes money
Revenue comes primarily from delivery fees, alongside advertising, instacart+ subscriptions.
Competitors in United States
Its closest rivals include walmart.com, amazon.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2012
Instacart is founded in San Francisco, California, United States.
- Growth phase
Expands its food & delivery offering and moves to a mobile-first product.
- Today
Ranks #73 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide restaurant and store coverage in cities
- Fast delivery windows
- Frequent discounts and loyalty programmes
- Live order tracking
Cons
- Delivery and service fees add up
- Restaurant prices higher than in store
- Courier working conditions criticised
- Coverage thin outside major cities
Key statistics
Frequently asked questions
Who owns Instacart?
Instacart is operated by Maplebear Inc. (Instacart). Public company structure, based on public filings and press reporting.
Where is Instacart headquartered?
Instacart is headquartered in San Francisco, California, United States.
When was Instacart founded?
Instacart was founded in 2012 by Apoorva Mehta, Max Mullen, Brandon Leonardo.
How many employees does Instacart have?
Instacart employs approximately 3,000+ people.
What is Instacart's revenue?
Instacart's revenue: ≈ $3.4B annual revenue.
Who are Instacart's competitors?
Main competitors in United States include walmart.com, amazon.com.
How does Instacart make money?
Mainly delivery fees, advertising, instacart+ subscriptions.
Is Instacart publicly traded?
Instacart's ownership: Public company.
How many visitors does Instacart get?
Third-party estimates place Instacart at roughly 65 million visits per month, mostly from United States, with 89% mobile traffic.
Is Instacart safe?
Instacart is an established food & delivery site founded in 2012 and ranked #73 in United States; use the official domain instacart.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsinstacart.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos