Instacart Is An Advertiser & Not A Grocer

Marketplaces
Written By Rick Watson

In early April, Instacart signed a deal with Michael's Arts & Crafts for same-day delivery in the US.

People will think of Instacart as taking over grocery, the same way they initially thought of Amazon taking over books.

Yes, that was their ambition, and they did. However, Instacart is not a grocer. It's an advertising company.

Advertising companies need surface area. Surface area means selection, and selection means wide category expansion!

If Instacart is literally the place you go for anything you need "instantly" it is not only a pretty compelling consumer value proposition, it is a highly sought-after advertising audience to target.

Rick Watson

Rick Watson founded RMW Commerce Consulting after spending 20+ years as a technology entrepreneur and operator exclusively in the eCommerce industry with companies like ChannelAdvisor, BarnesandNoble.com, Merchantry, and Pitney Bowes.

Watson’s work today is centered on supporting investors and management teams incubating and growing direct-to-consumer businesses. Most recently, in partnership with WHP Global, Rick was a critical resource in architecting the WHP+ platform, a new turnkey direct to consumer digital e-commerce platform that powers AnneKlein.com and JosephAbboud.com.

Watson also hosts a weekly podcast, Watson Weekly, where he shares an unbiased, unfiltered expert take on the retail sector’s biggest players.

In the past year alone, Rick has spoken at many in-person and virtual events as well as podcasts on topics ranging from retail/ecom to supply chain/logistics and even digital grocery including CommerceNext IRL, ASCM Connect, and Retail Innovation Conference.

https://www.rmwcommerce.com/
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