Select brand partners will be able to inspire and convert consumers watching YouTube directly to purchase for same-day delivery. Credit: © Instacart/YouTube/PRNewswire.

North American online grocery platform Instacart has expanded its first-party retail media capabilities by launching shoppable YouTube advertisements.  

The move allows consumers to directly purchase products from select brand partners and opt for same-day delivery while watching YouTube videos.  

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

The latest initiative builds upon the online grocery platform’s existing partnership with Google Shopping, announced in 2024, and aims to provide advertisers with increased shoppable reach. 

Instacart-powered shoppable YouTube ads will enable brands to transform their advertisements into instantly shoppable experiences.  

This is made possible through Instacart’s advanced retail media technology and extensive fulfilment network.  

See Also:

Instacart’s partners Clorox and Publicis Media are among the first to test this advertising model. 

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Pilot partners will benefit from Instacart’s first-party data, which will be used to target and engage consumers with a high intent to purchase. 

The campaigns will offer closed-loop measurement to assess their effectiveness.  

Clorox eCommerce Growth Accelerator senior director Tiffany Tan said: “We are excited to pilot these new Instacart-powered shoppable YouTube ads off of Instacart to test and learn alongside the Instacart team. Instacart’s first-party retail media data layered on top of our video creative will help us create engaging, shoppable ads to better reach, inspire and drive purchases from YouTube.” 

The development is an extension of Instacart’s broader retail media strategy, which also includes collaboration to deliver Google shopping ads using its valuable first-party data.  

Brands such as Danone and Nestlé USA were among the early adopters of this service and have reported encouraging results that underscore the effectiveness of retail media in enhancing campaign performance. 

Instacart’s AI-driven merchandising leverages data on nutritional preferences, past purchases and current trends to connect with consumers who are ready to buy across Google’s suite of properties, and to facilitate seamless purchases via Instacart. 

Instacart CEO and chair Fidji Simo said: “By expanding into shoppable YouTube ad formats, we are merging the power of video creative with our valuable first-party data and seamless shopping experience. 

“Today’s announcement marks an important next step to make grocery shopping effortless by helping consumers more easily go from discovery to purchase.”