Instacart Launches Shoppable Recipes With TikTok, Tasty, Hearst

New solution unlocks more online touchpoints for retail partners
Marian Zboraj, Progressive Grocer
Instacart Launches Shoppable Recipes With TikTok, Tasty, Hearst
Instacart's Shoppable Recipes solution allows consumers to "see it, cart it and eat it" while browsing their favorite recipes online.

When consumers now browse recipes online from their favorite culinary creators, they're able to “see it, cart it and eat it,” thanks to Instacart’s Shoppable Recipes. The new solution allows food creators to make their recipes shoppable on Instacart via strategic integrations with TikTok and Tasty, as well on such Hearst Magazines properties as Delish and Good Housekeeping.

The solution allows creators to share their content and engage with fans in new ways, so that burgeoning home cooks can bring online recipes to fruition by quickly getting all of the ingredients they need, and Instacart's retail partners can tap into new addressable audiences via integrations with best-in-class content creators and entertainment brands.

For example, TikTokers like Emily Mariko are poised to have a sizable impact on American food culture and grocery supply chains in 2022. After Mariko posted a video in September 2021 showing how to make a “salmon rice bowl,” Google search trends for Kewpie brand Japanese mayonnaise — her mayo of choice — quadrupled. Kewpie mayo, sriracha and seaweed started to disappear from grocery shelves. Mariko has more than 8.1 million followers on TikTok (before the salmon rice bowl video in September, she had 50,000).

"With nearly 60 billion views of the hashtag #FoodTikTok, the food community on TikTok is massive and highly engaged, and we've seen creators build global audiences by sharing their favorite recipes with our users in unique and creative ways," remarked Isaac Bess, head of global distribution and product partnerships at Culver City, Calif.-based TikTok.

Instacart's new Shoppable Recipes solution is accessible via an embedded "See Recipe" button featured on recipe videos on TikTok and via a "Shop with Instacart" button on recipes on Hearst Magazines' The Pioneer Woman, Good Housekeeping, Country Living and Delish. The button adds all of the ingredients to a consumer's Instacart cart in just a few taps. Select food creators on TikTok can start using Instacart's Shoppable Recipe functionality in their videos and earn payouts based on engagements and Instacart orders placed. Creators will be able to choose from recipes available on and other selected sites. Tasty will also be among the first creators with access to the functionality.

"At Instacart, we're passionate about food and we're invested in unlocking that passion for others," said Asha Sharma, COO of San Francisco-based Instacart. "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."

Instacart’s integration with TikTok is powered by TikTok's Jump program, and makes Instacart the first grocery delivery platform to integrate with the program. 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.

Shoppable Recipes on TikTok and Hearst Magazines properties join Instacart's existing partnership with Hearst and other major 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. Additional product and platform integrations will roll out later this year.

"With the convergence of content and commerce, we are moving towards a world where inspiration and action go hand in hand,” said Kristen O'Hara, chief business officer at New York-based Hearst Magazines. “Partnering with Instacart on Shoppable Recipes will allow our audiences to make recipes inspired by our content, with the ingredients arriving at their door in a few taps. This will create new opportunities for our advertisers along the consumer journey."

Instacart has partnered with more than 750 national, regional and local retailers, including unique brand names, to deliver from more than 70,000 stores across more than 5,500 cities in North America. Instacart's platform is available to  more than 85% of U.S. households and 90% of Canadian households. The company's enterprise technology also powers the e-commerce platforms for many retailers, supporting their white-label websites, applications and delivery solutions.

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