Case Study
Jan 8, 2024

Instacart eCommerce case study and how to start a look-alike marketplace

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Instacart is a grocery delivery and pick-up service that connects you with personal shoppers who grab everything from fresh produce and meat to household essentials and alcohol. If you're pumped to get your similar eCommerce business rolling with a marketplace style, Vendo's here to simplify things, helping you launch a look-alike marketplace stacked with an awesome selection of top-quality products from a bunch of killer brands. 

Vendo's platform gets you up and running super quick, with your marketplace good to go in just a few days. Plus, they sort out all the nitty-gritty inventory and shipping details, so you can focus on what really matters - keeping your customers happy.


Vendo is also a one-stop-shop for all your marketplace needs, providing you with a marketplace platform automating day-to-day operation, a catalog of brands to pick from or an ability to invite your own brands, merchandising and promotional tools, ability to sell through multiple channels (your existing website, emails & SMS, mobile app, social media), and ongoing daily support scaling your marketplace business.   

Instacart's Quick Cart to Success:

Instacart's the game-changing grocery delivery service that's all about bringing your shopping list to your doorstep in as fast as an hour. They're stocked up with over 500,000 items from local faves like Safeway, Whole Foods, and Costco, letting you mix and match from multiple stores in one go. Instacart's made waves and caught the eye of big-name backers like Kleiner Perkins and Andreessen Horowitz, not to mention a whole cartful of other investors, making it a heavy hitter in the delivery world.

Instacart's Best Selling Product Categories:

Fresh Produce:

  1. Fruits & Vegetables: From crisp apples to leafy greens, fresh produce is a top pick for health-conscious shoppers.
  2. Organic Options: A range of organic fruits and veggies for those looking for cleaner eating.

Dairy & Eggs:

  1. Milk, Cheese, & Yogurt: Staple items for breakfast, lunch, and dinner recipes.
  2. Specialty Eggs: Including organic, free-range, and omega-3 enriched options.

Snacks & Beverages:

  1. Chips & Dips: Perfect for party planning or a quick snack.
  2. Soft Drinks & Juices: A variety of beverages to quench any thirst.

Pantry Staples:

  1. Canned Goods & Dry Pasta: Essential items for whipping up meals in a pinch.
  2. Spices & Seasonings: To add that extra flavor to any dish.

Meat & Seafood:

  1. Fresh Meats: Chicken, beef, and pork options for the main course.
  2. Seafood: Fresh fish and shellfish for gourmet home cooking.

Household Essentials:

  1. Cleaning Supplies: Everything from detergents to disinfectants.
  2. Personal Care: Including toiletries and hygiene products.

Keys to Instacart's Success:


  • Rapid Delivery: Offering as quick as one-hour delivery, saving customers time and hassle.
  • User-Friendly App: Making it easy for customers to shop from anywhere.


  • Wide Selection: Providing access to a broad range of products from multiple stores.
  • Local and Organic Options: Catering to diverse dietary needs and preferences.


  • Customizable Orders: Allowing customers to mix items from different stores in one order.
  • Delivery or Pickup: Offering both delivery and in-store pickup options.

Customer Service:

  • Personal Shoppers: Carefully selecting the best items as if they were shopping for themselves.
  • Responsive Support: Addressing issues and queries promptly to ensure customer satisfaction.

Strong Partnerships:

  • Local Store Integration: Partnering with a range of stores from big chains to specialty shops.
  • Investor Support: Backing from prominent venture capitalists fueling growth and innovation.

Marketing Strategy:

  • Promotions & Deals: Offering discounts and deals to attract and retain customers.
  • Community Engagement: Building a loyal customer base through social media and local events.

To replicate Instacart's success in your own e-commerce business, focus on delivering convenience and variety through a user-friendly platform. Provide exceptional customer service, establish strong partnerships, and implement a smart marketing strategy to engage and expand your customer base.

Get started with a look-alike marketplace like Instacart on Vendo!


  • Book a demo call: We’ll set you up with a demo marketplace 
  • Customize your Storefront: We’ll help you craft an on-brand shopping UX 
  • Onboard Brands: Pick from the Vendo brand catalog. Or invite your own.
  • Select Products: Curate product collections manually or automate it.
  • Embed products: Make your editorial content and newsletters shoppable 
  • Get Paid: Get paid as soon as products are shipped by the brands. 
  • Get Repeat Sales: Keep your customer relationship, emails, order history


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