Why Instacart's Average Basket Size Keeps Increasing - eMarketer

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eMarketer Interview

Why Instacart's Average Basket Size Keeps Increasing

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An interview with

Nilam Ganenthiran

Senior Vice President, Business Development, Instacart


Interview summary

Grocery delivery service Instacart, which operates in 36 US markets and partners with 135 grocers across the country, has seen an increase in its customers’ average basket size every year since the company was founded in 2012. Nilam Ganenthiran, Instacart’s senior vice president of business development, spoke with eMarketer’s Tricia Carr about the various factors that have contributed to this growth.


eMarketer: Who is the Instacart customer? Are they shopping more or less frequently? Are their basket sizes getting larger or smaller?

Nilam Ganenthiran: I’ll break down our customer in three dimensions. First, who the customer is. When we started the company, the customer was the busy, young urban professional. Today, we’re not just a San Francisco, Chicago and New York success story. Our biggest launch to date was St. Louis.