Instacart customers who know they need sustenance but don’t know what to buy will soon be able to browse suggestions from celebrities. Starting today, the company is offering product groups curated by public figures, influencers, and retailers for customers to shop from.
The new feature, called Shopping Carts, will display lists of event-themed (“game day” or “self-care Sunday”) or celebrity-selected grocery items that customers can add to their own carts. Musician Lizzo is one of the first celebrities to be shown.
In a blog announcing the new feature, Instacart says curated carts will help inspire customer purchases — perhaps helpful, if you often find yourself browsing aimlessly while ordering groceries or if you don’t mind swaying at the grocery store.
In addition to celebrity carts, the company also offers an affiliate program called Instacart Tastemakers, which allows content creators to make money when members of their audience place orders on Instacart.
“Over the next few months, we’ll be sharing more ways for our partners to monetize their content by taking advantage of the full Shoppable Recipes system we build for brands and retailers,” Instacart says in the announcement.
Instacart is looking to capitalize on”Entertainment based shopping‘, and she has said she wants to make every recipe and food online shopable. Besides offering grocery deliveries, the company has tended to work with influencers and food makers in recent months to cash in on viral recipes or TikTok videos. In March, Instacart Launch shoppable recipes and TikTok integration, allowing viewers to click to add the groceries used in the video to their cart. The company says it will now make shopping integrations available to more creators and bloggers — so don’t be surprised if your favorite recipe site suddenly prompts you to shop on Instacart instead of going to the grocery store.