MikMak 2024 Instacart Benchmark Report Key Digital Shelf Insights

As online Grocery shopping continues to gain momentum, understanding consumer behavior and market trends becomes essential for brands aiming to succeed in this competitive space. 

MikMak’s 2024 “Instacart Benchmarks & Insights Report” offers valuable insights into the dynamics of Instacart's performance, highlighting critical metrics for Instacart brands and trends shaping the market.

Overview of Instacart’s Growth

Instacart has shown impressive growth, with a 5 percent increase in total orders, reaching 70.1 million in the latest quarter. This uptick underscores the platform's expanding user base and its strong position in the online Grocery market. 

The report reveals that Grocery items remain the most popular category, followed closely by alcohol, healthcare, personal care, and pet care products.

Impact of Social Media on Consumer Behavior

Social media plays a pivotal role in driving traffic to Instacart. Meta platforms, particularly Facebook and Instagram, are major drivers of in-market traffic, with Facebook experiencing a 2.5 percent increase in Purchase Intent Clicks from the previous year. Other platforms like YouTube, Snapchat, TikTok, and Pinterest also contribute to this traffic, albeit to a lesser extent.

To optimize your presence on Instacart, you can leverage the following strategies highlighted in the report:

1. Capitalize on Seasonality

• Ensure you have updated imagery and packaging based on season, including any gift baskets or combo packs.

2. Create Mobile Friendly Images

• Create images that clearly showcase the product and size information for consumers viewing on mobile and ensure ingredient information is easily viewable.

3. Complete all content attributes

• Include all appropriate keywords and taxonomy based on how the consumer in your category shops for your product. If an item is gluten-free or vegan, make sure that is listed in the content.

Future Outlook for Instacart and eCommerce

With a projected compound annual growth rate of 12 percent for online Grocery delivery, Instacart is poised for continued expansion. The report emphasizes the importance of utilizing data-driven insights to refine marketing strategies and enhance shopper engagement, ensuring brands can capitalize on this growth.

MikMak’s comprehensive report can help brands stay ahead in the fast-paced eCommerce landscape. For a deeper dive into these insights, access the full report.