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EMARKETER

A potential Instacart sale reflects the changing economics of grocery delivery

Article by Zak Stambor  |  Oct 26, 2026
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A potential Instacart sale reflects the changing economics of grocery delivery
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Retail Ecommerce Sales
B2C Ecommerce Sales
United States

The news: DoorDash is in advanced talks to acquire Instacart, per The Wall Street Journal.

Why is this happening? Instacart has sizable delivery and advertising businesses, but it’s losing ground in an increasingly crowded market.

We expect its US grocery sales to rise 12.7% this year, yet its share of grocery ecommerce sales is projected to decline from 15.9% in 2024 to 15.3% this year and 14.6% by 2028.

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