Instacart
San Francisco-based, Nasdaq-listed grocery technology company, registered as Maplebear Inc., that runs an online grocery marketplace and enterprise software for retailers in the US and Canada.
Industry: Grocery technology and online grocery delivery | Location: San Francisco, United States | Founded: 2012
About Instacart
Instacart, whose registered corporate name is Maplebear Inc., is a San Francisco-based grocery technology company. It runs the Instacart Marketplace, where customers order groceries from local stores for delivery or pickup, the Instacart Enterprise platform that powers grocers' own e-commerce storefronts, and the Instacart Ads advertising business. Its 2025 annual report says it worked with more than 2,200 retail banners at the end of 2025 and that about 600,000 shoppers completed an order in December 2025. It operates in the United States and Canada.
Apoorva Mehta, Max Mullen and Brandon Leonardo founded Instacart in 2012, and it launched in the San Francisco Bay Area. Fidji Simo became chief executive in August 2021 and resigned on 15 August 2025 to run OpenAI Applications. Chris Rogers, who joined Instacart in 2019 after nearly 11 years at Apple and had been chief business officer, succeeded her and became chair on 24 November 2025. Emily Reuter is chief financial officer.
Beyond the marketplace, Instacart lists Caper Carts, Carrot Tags, Eversight and FoodStorm as in-store technologies and began restaurant delivery in 2024. On 9 September 2026 it announced Clementine, an AI shopping assistant that turns messages, lists and recipes into carts, available to most US and Canadian customers. A white-label version, Cart Assistant, is live with Food Bazaar, Heritage Grocers Group and Woodman's. In its second-quarter 2026 release Instacart said it became Google's first grocery partner to integrate with Gemini.
Instacart acquired Marlin9 Holdings, which trades as Wynshop, in April 2025. Its second-quarter 2026 release also reports the acquisition of Arpalus, a computer vision company focused on grocery shelf inventory. On 6 October 2026 it announced a partnership with Skip, the Canadian delivery network.
Instacart listed on Nasdaq under CART in September 2023, selling 14.1 million shares at $30 in its initial public offering. For 2025 it reported revenue of $3.742 billion, gross transaction value of $37.224 billion and net income of $447 million. For the second quarter of 2026 it reported revenue of $1.043 billion, gross transaction value of $10.351 billion and net income of $111 million.
Leadership
- Apoorva Mehta, Co-founder
- Max Mullen, Co-founder
- Brandon Leonardo, Co-founder
- Chris Rogers, Chief Executive Officer and Chair
- Emily Reuter, Chief Financial Officer
- Anirban Kundu, Chief Technology Officer
- Ryan Hamburger, Chief Commercial Officer
- Morgan Fong, Chief Legal and Global Affairs Officer