Instacart today announced the rollout of a new “Shoppable Recipes” feature to launch new product integrations with TikTok and Hearst, which owns brands like Delish and Country Living. Starting today, select food creators on TikTok can start using the Shoppable Recipes feature in their videos through an integration powered by TikTok Jump, the short-form video app’s third-party integration tool.
Shoppable Recipes will allow food creators to link shopping lists to their TikTok videos. The new feature includes a button that adds all the ingredients required for a specific recipe to a user’s Instacart cart. Creators will be able to choose recipes available on Tasty.co and other select sites. Instacart hopes to gradually roll out the Jump pilot to more TikTok creators, and in the coming months, creators will also be able to create and link to their own custom shoppable recipe content.
The company is also launching a partnership with leading food and recipe properties Hearst Magazines. Hearst will embed buyable recipe buttons on all of its recipe content on Delish.com, ThePioneerWoman.com, GoodHousekeeping.com and CountryLiving.com.
“At Instacart, we are passionate about food and we invest in unleashing that passion for others,” Asha Sharma, Instacart’s chief operating officer, said in a statement. “By making popular recipes from destinations like TikTok and Hearst Magazines’ Delish easily purchasable with just a few clicks, we’re helping people put that passion into action by buying a few items from their favorite local store so they can create exciting new meals. . We expand our touchpoints beyond the weekly grocery store or nightly cravings, and meet people when food inspiration strikes them and they want to discover new meals and dining experiences. This is a win for both consumers and the retail partners they buy from on our marketplace.
Instacart says the launch marks its ambition to make every recipe on the internet “shoppable” and unlock more ways for its retail partners to deepen their relationships with customers. The company says additional product and platform integrations will be announced later this year.
The new product integrations come a week after Instacart introduced in-store navigation, live phone support and a shopper safety toolkit to its platform. The new in-app navigation feature gives shoppers an interactive map of the grocery store they’re shopping in, and the new live phone support feature will allow users to speak to a representative to receive assistance. help when fulfilling a customer’s order. The new Safety Toolkit gives shoppers access to tools such as in-app emergency calls, incident reports and safety alerts within the Shopper app. The company said the suite of new features is part of its new commitment to launch a month-long rollout of new product features for shoppers.