Introducing On-Demand: A New, More Flexible Way To Shop

Since launching Instacart in 2012, we’ve had one goal — make grocery delivery convenient, affordable, and accessible to everyone. Nearly seven years later, Instacart is available to more than 80% of U.S. households across all 50 states. For the first time, and with the help of more than 70,000 shoppers, online grocery shopping is truly accessible.

As more busy people and families across North America rely on online grocery shopping and delivery, we’ve learned that different markets may need different product features to meet demand and make work more flexible for shoppers. Our goal is to always build a product that empowers shoppers and makes shopping more convenient — offering a simple and straightforward solution that benefits everyone.

So, today, we’re introducing On-Demand shopping in a few pilot zones, including Boston, Rochester, and Austin. On-Demand is a new product feature that makes shopping more accessible and flexible by giving shoppers the option to choose and shop batches whenever they want. Shoppers want more flexibility to fit Instacart around their lives. Whether it’s scheduling around your job, childcare, classes, or other activities, shopping with Instacart should be convenient.

We believe On-Demand enhances the shopper experience by providing shoppers a more flexible way to work and choose batches. Over the last several months, we slowly piloted On-Demand in a few select regions from Sacramento to Buffalo with nearly 7,000 shoppers. After launching each region, we collected feedback directly from the shopper community to ensure On-Demand is a favorable and flexible option.

“Being able to work when it’s convenient is one of my favorite things about On-Demand! Sometimes I’m unable to commit to a schedule because I own my own cleaning business. It’s great to be able to pick up a batch in between my other jobs.” — Marjee, Boulder

How On-Demand Works

On-Demand allows shoppers to review and accept batches without planning ahead. Available batches are displayed in the main dashboard of the Shopper App and update in real-time as new orders are placed or other shoppers accept batches. As you view available batches in the app, you can accept the batch you want and start shopping right away.

With the introduction of On-Demand, Instacart is now offering two ways for shoppers to work: On-Demand and Schedule Ahead. Depending on the region and customer demand, there will be different ways for shoppers to accept batches. Zones will be On-Demand, Schedule Ahead, and in some cases, a combination of both — allowing shoppers to pick up On-Demand batches during unscheduled hours. To learn if On-Demand batches are available in your zone, shoppers can see the batches on the “Dashboard” page of the Shopper App.

We’ll be sharing updates by zone as On-Demand continues to roll out in additional markets over the coming months. As On-Demand becomes available in more regions, we’ll be connecting with the community to listen, support, and continue building the best possible product experience for shoppers. We’re grateful for your continued dedication and we’re committed to building meaningful products that help you succeed.

Thank you as always for all that you do as an Instacart shopper.

David Hahn

Instacart Chief Product Officer