Maplebear, Inc., doing business as Instacart, is a technology-driven grocery delivery and pickup service that connects consumers with personal shoppers to fulfill orders from local and national retailers. The company’s e-commerce platform enables users to browse digital aisles, select products spanning fresh produce, household essentials, and specialty items, and receive same-day or scheduled deliveries. Instacart has positioned itself as a flexible fulfilment partner for grocers, offering seamless integration with in-store inventory systems and an intuitive consumer interface.
Founded in 2012 by Apoorva Mehta, Max Mullen and Brandon Leonardo, Maplebear has grown from a San Francisco-based startup to one of North America’s largest last-mile grocery platforms. Mehta, who serves as chief executive officer, has overseen the company’s expansion into new service lines, including Instacart Marketplace, Instacart Platform and an advertising business that leverages shopper insights. Under its leadership team, Instacart has pursued partnerships with major chains such as Costco, Kroger and Sobeys, while also supporting regional grocers seeking to enhance their digital presence.
Instacart operates in more than 5,500 cities across the United States and Canada, collaborating with over 45,000 retail locations to offer a broad product assortment and real-time inventory visibility. The company’s network of more than 500,000 independent contractor “shoppers” fulfills orders directly from store shelves, allowing Maplebear to scale rapidly without the need for proprietary warehouse space. This asset-light model has enabled the platform to adapt quickly to shifting consumer preferences and geographic demand trends.
In addition to its core delivery and pickup services, Maplebear provides data analytics and targeted advertising solutions to its retail partners. By analyzing purchase behaviors and regional shopping patterns, the company helps brands optimize promotions and shelf placement both online and in store. With an emphasis on technology innovation and strategic partnerships, Maplebear aims to further integrate its services into the broader grocery ecosystem and support retailers’ omnichannel growth strategies.
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