The online grocery discovery problem

Apps like Instacart itself will become key marketing platforms. Instacart is fully aware of this, and is moving quickly to become an ad platform. The top Instacart result becomes the new endcap placement. How long before the algorithm’s out-of-stock replacement suggestion becomes the most hotly contested spot?

The ultrafast vision is to replace the local grocery store the way Uber disrupted car ownership. By turning groceries into something summoned at the touch of a button rather than something planned and scheduled, ultrafast services want to change how we shop entirely.

While social media has created opportunities for purchase inspiration similar to a beautifully-merchandised department store window, we’re still in the early days of Instagram Shops. Replicating discovery in the way that people organically find things in-store has so far proved elusive, resulting in fewer opportunities to grow transaction size.