The problem: Fragmented discovery and shopping.

Consumer packaged goods (CPG) brands have more ways to reach consumers across discovery moments than ever before. People are shopping in stores, through apps, on the web, and through chat. They’re discovering products on connected TV (CTV), streaming video, social media, and AI assistants, and any one of these touchpoints can lead to a purchase.

For advertisers, that fragmentation creates a challenge. Brands need advertising solutions that help them show up in the moments that matter, make the most of every opportunity, and scale without adding to their workload.

• Show up in the moments that matter. Any touchpoint can lead to a purchase, so reach consumers where they’re already spending time, including across their favorite retailers, social media, and CTV.
• Make the most of every opportunity. Look for incremental reach: audiences you may not be reaching elsewhere, and sales that are incremental to your retailers. That can also support the retailers that carry your products by increasing sales velocity.
• Scale without adding to your workload. Dozens of campaigns on different platforms create more fragmentation. A single platform that delivers to many environments lets you drive incremental sales among a high-intent audience with one campaign to manage.

Instacart Ads puts this approach into practice

One way to address these challenges is through a platform that connects multiple shopping environments. That’s where CPG brands find success with Instacart Ads: with one campaign, they tap into the Instacart Ads ecosystem and reach high-value consumers as they shop across their favorite retailers. On average, CPG brands see a 25% sales lift from their Instacart Ads campaigns, according to Instacart internal testing conducted over the four quarters ending September 30, 2025.

The Instacart Ads ecosystem connects 100,000 storefronts and 2,200 retail banners on the Instacart Marketplace, as well as 310 grocery ecommerce sites. The ecosystem connects all of these surfaces into a single retail media network, so one campaign can reach consumers wherever and whenever they choose to buy. Based on Instacart’s March 2026 competitive analysis, its advertising ecosystem connects the largest collection of grocery and everyday essential sites and apps among North American platforms focused primarily on grocery retail partnerships.

Advertisers can also extend their reach to off-platform channels like social media and CTV, and then direct consumers to Instacart to complete a purchase.

Many Instacart consumers don’t buy groceries online anywhere else, which creates meaningful incremental reach. Among Instacart users, about 80% of their online grocery marketplace spend happens on Instacart, with less than 5% going to other grocery digital-first marketplaces, according to December 2025 Comscore Media Metrix data. It benefits your retailers too, because Instacart is an incremental sales channel for them. An Instacart analysis of third-party data from six national and regional grocery chains, as of December 2025, found that Instacart sales were 70% to more than 90% incremental to the retailer’s in-store and online sales in select geographic regions.

Explore how the Instacart Ads ecosystem helps brands connect with high-intent consumers across retailers and channels, from discovery to purchase.