Instacart customers who know they need food but don’t know what to buy will soon be able to browse celebrity suggestions. Starting today, the company is introducing product collections curated by socialites, influencers and retailers for customers to shop from.
The new feature, called Carts, displays lists of grocery items related to events (“Game Day” or “Self Care Sunday”) or chosen by celebrities, which customers can add to their own shopping carts. Musician Lizzo is one of the first celebrities to be introduced.
In the blog announcing the new feature, Instacart says the curated shopping carts will help inspire customer purchases — helpful, perhaps, if you often browse aimlessly while ordering groceries, or if you don’t mind shopping in the Grocery store being influenced.
In addition to celebrity cars, the company is also launching an affiliate program called Instacart Tastemakers, which allows content creators to earn money when their viewers place orders with Instacart.
“Over the next few months, we will share additional ways for our partners to monetize their content by leveraging the full Shoppable Recipes ecosystem we are creating for brands and retailers,” Instacart’s announcement reads.
Instacart wants to capitalize on “entertainment-based shopping” and has said it wants every recipe and food item on the web available for purchase. In addition to offering grocery delivery, the company has focused on collaborating with influencers and food creators to capitalize on viral recipes or TikTok videos in recent months. In March, Instacart introduced shoppable recipes and a TikTok integration, allowing viewers to click through to add the groceries used in the video to their cart. The company says it will now make shopping integrations available to more creators and bloggers — so don’t be surprised if your favorite recipe website suddenly asks you to shop on Instacart instead of going to the grocery store.
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