The World is Your Cart: How Instacart and Lizzo are Ushering in a New Era of Shopping Inspiration

When you think of grocery shopping, what comes to mind? Is it answering the dreaded question of ‘what’s for dinner,’ or is it a chance to browse the aisles and be inspired to try new flavors, new cooking experiences and even new cultures? There’s no doubt that Instacart has made grocery shopping more convenient for millions of people, and as we look ahead, our clear opportunity is to double down on delivering the second part of the equation – discovery and inspiration across grocery and more. Whether you’re looking for inspo for your Saturday night dinner party, thinking about trying that new #BeautyTok trend, or need to get smart on the tastiest treats for your new puppy, Instacart is evolving to address these needs and deliver a fresh approach to online shopping inspiration. 

That’s why today, we’re excited to announce the launch of a new collection of inspirational shopping content and experiences across the Instacart App. Oriented around discovery, these experiences are brought to life with the launch of “The World is Your Cart,” Instacart’s newest creative platform featuring Grammy Award-winning singer, rapper, flutist, and entrepreneur Lizzo. “The World is Your Cart,” coupled with a suite of new product features, ushers in a new era of shopping inspiration by celebrating the promise that with Instacart, everyday moments and scenarios can turn into worlds of possibilities. These new in-app experiences enable customers to see it, “cart” it and get their discoveries delivered in as fast as an hour, opening up exciting ideas about the possibilities of their own digital cart.

Kicking off “The World is Your Cart” is a new film starring Lizzo and features a remix of “The Sign,” the first track from Lizzo’s new album ‘Special.’ The film starts in an everyday setting with Lizzo at the center, using the Instacart App, and progresses into hyper-real and fantastical scenes in which her world comes to life as she adds items to her digital cart. The multichannel campaign includes a 30-second film that will debut during the 2022 MTV Video Music Awards (“VMAs”) following Lizzo’s performance.

Further bringing to life “The World is Your Cart” ethos is a new in-app shopping experience, Carts. This new feature enables pop culture personalities, retailers, and creators to create collections of shoppable, curated content, helping consumers discover new products – bridging the gap between inspiration and reality by getting their new discoveries delivered the same day. With Carts ranging from Self Care Sunday to Late Night Noms to Date Night to Lizzo’s own exclusive shoppable Cart of her favorite vegan treats and products from her role in “The World is Your Cart” – these hand-picked guides bring “The World is Your Cart” to life in the Instacart App. These curated Carts, surfaced in the newly launched Home Feed at the center of the Instacart App, will help customers see the possibilities of how others’ Carts can inspire their world and get their new discoveries delivered to their doorstep in as fast as an hour.

“A shoot where I get to sit in a bubble bath and shop all day? Sign me up Instacart!” said Lizzo. “This spot is so dynamic, and people will see me shopping and imagining what each item could lead to, from a desertscape of Takis – which are always in my cart – to a rain shower of cherries. I’m also excited to share my shoppable Cart which includes so many of my favorite things. I hope that my Cart inspires people to get all the stuff they love or maybe even try something different!”

“‘The World is Your Cart’ is a rallying cry that reminds us of the abundant possibilities of each product we add to our Carts and satiates our curiosity by enabling others’ Carts to spark our own creativity,” said Laura Jones, Chief Marketing Officer at Instacart. “In addition to capturing these possibilities across our new creative platform, we’re making them a reality by offering consumers the chance to discover new things across the Instacart App – so you can browse, be inspired, and turn that inspiration into reality by getting your items delivered to your door in as fast as an hour.”

Given the vital role that Instacart’s brand partners play in an inspiring shopping experience, many are also participating in new inspirational shopping experiences across the Instacart App with Brand Pages, Shoppable Display, and Shoppable Video ad formats. This collection of interactive, rich media formats brings together the best of storytelling to more than 5,500 CPG brand partners.

In addition, building on top of our Shoppable Recipes integrations from earlier this year, we are now enabling more recipe creators and food-focused developers to make their websites commerce-enabled. With the integration of Recipe Maker, publishers and bloggers can now make their website instantly shoppable on Instacart with a few clicks – including Hearst, who already uses our widget on their food properties including Delish. We’ll also be making our developer API and widget public to support a broader ecosystem of partners. 

Lastly, we’re unveiling monetization tools for our content partners. Today, we’re launching Instacart Tastemakers, our new affiliate network for creators, publishers and developers so that they can monetize purchases that their audiences make on Instacart. Over the next few months, we’ll share more ways for our partners to monetize their content by leveraging the full Shoppable Recipes ecosystem that we are creating for brands and retailers.

All new inspiration features, including Lizzo’s own Cart, are available today on the Instacart App and website. 

We couldn’t be more excited to usher in this new era of shopping inspiration, and this is just the beginning!

Instacart

Author

Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.