See It, Cart It, and Eat It with Instacart’s Shoppable Recipes on TikTok, Hearst Magazines, Tasty, and More
Today we’re launching Shoppable Recipes– new product integrations that will allow food creators to make their recipes shoppable on Instacart via strategic integrations on TikTok and Tasty, as well on Hearst Magazines’ properties like Delish, Good Housekeeping, and more. Shoppable Recipes leverages Instacart’s immense grocery catalog — one of the largest in the world — with real-time AI-driven modeling to find in-stock items and available Shoppers to get them delivered quickly, empowering people to turn the food from their favorite culinary creators and brands into something tangible and delicious.
At Instacart, we’re passionate about food and we’re invested in unlocking that passion for others. By making popular recipes from destinations like TikTok and Hearst Magazines’ Delish easily shoppable in a few taps, we’re helping people put that passion into action by picking up a few items from their favorite local store so they can create exciting new meals. We’re expanding our touchpoints beyond the weekly grocery shop or late-night cravings, and meeting people when food inspiration strikes and they want to discover new meals and cooking experiences. It’s a win for both consumers and the retail partners they shop from on our marketplace.
On TikTok, the integration is powered by TikTok’s Jump program, and makes Instacart the first grocery delivery platform to integrate with the program. Viewers of these videos can add all the required ingredients to their Instacart cart in a few taps. Creators using the Jump functionality are encouraged to include #CartIt in their videos to support viewer discovery of shoppable recipe content. Instacart hopes to gradually roll out the pilot Jump to more TikTok creators, and in the coming months, creators will also be able to create and link to their own custom Shoppable Recipe content.
Instacart will also kick off a partnership with Hearst Magazines’ main food and recipe properties including The Pioneer Woman, Good Housekeeping, Country Living, and Delish, whose online presence is home to one of the most passionate food culture communities on the internet, amassing close to 56 million page views on their recipe content every month. As part of the partnership, Hearst will integrate Shoppable Recipe buttons onto all of their own recipe content on Delish.com, ThePioneerWoman.com, GoodHousekeeping.com, and CountryLiving.com, allowing at-home cooks to add all the necessary ingredients to their Instacart cart, place an Instacart order, and get cooking.
Shoppable Recipes on TikTok and Hearst Magazines’ properties join Instacart’s existing partnership with Hearst and other leading publishers that are focused on showcasing recipes in the “Recipes” tab of the Instacart App. These investments mark Instacart’s ambition to make every recipe and food item on the internet shoppable–capitalizing on a growing trend of entertainment-based shopping that leverages creator-generated commerce to inspire home cooks to turn culinary inspiration into action, and to unlock more online touchpoints for Instacart’s retail partners to deepen relationships with their customers. Additional product and platform integrations will be announced later this year.
To learn more about Shoppable Recipes, you can read the full press release here.
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