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 rolling out product collections curated by public figures, influencers and retailers for customers to shop.
The new feature, called Carts, will display lists of event-themed (“Game Day” or “Self Care Sunday”) or celebrity-chosen grocery items that customers can add to their own shopping carts. Musician Lizzo is one of the first celebrities to feature.
In the blog announcing the new feature, Instacart says that organized carts will help inspire customer purchases – useful, perhaps, if you often find yourself browsing aimlessly while ordering groceries or if you don’t mind shopping. being influenced at the grocery store.
In addition to celebrity shopping carts, the company is also introducing an affiliate program called Instacart Tastemakers, allowing content creators to earn money when their audience members place orders on Instacart.
“Over the coming months, we’ll be sharing additional ways for our partners to monetize their content by leveraging the comprehensive ecosystem of buyable recipes we’re creating for brands and retailers,” Instacart says in the announcement.
Instacart is looking to capitalize on “entertainment-based shopping” and said it wants to make every recipe and food item on the internet shoppable. In addition to offering grocery deliveries, the company has looked in recent months at collaborating with influencers and food creators to take advantage of viral recipes or TikTok videos. In March, Instacart launched buyable recipes and a TikTok integration, allowing viewers to click to add grocery items 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 prompts you to shop on Instacart instead of going to the grocery store.