50. Instacart

Groceries on demand

Founders: Apoorva Mehta, Brandon Leonardo, Max Mullen
Launched: 2012
Funding: $275 million
Valuation: $2 billion
Disrupting: Supermarkets, grocery stores
Rival: Amazon Fresh

Apoorva Mehta, founder and CEO of Instacart
Source: Instacart
Apoorva Mehta, founder and CEO of Instacart

Instacart, the internet-based grocery delivery service, is changing the way folks shop for food. The company was started in 2012 by Apoorva Mehta, a former engineer at Amazon. Consumers can scroll the aisles of a store in their neighborhood, add fresh produce and other items and get their orders delivered in an hour or less. It makes money from delivery fees — they average around $5.99 an order but can vary depending on the size of the order and time of day — as well as charging customers slightly more than retail prices at some of the stores it partners with.


Instacart isn't the first online grocery delivery service — Webvan Group was in this space and ran through nearly $800 million in cash before it ceased operating in 2001 — but Instacart company claims its strategy is more sustainable. That's because Instacart doesn't own inventory or warehouses. Rather, it partners with retailers such as Whole Foods, Target, Costco, and Zabar's and uses couriers to shop for and deliver the grocery orders that customers place via their computer or mobile phone.

"[Instacart] was a product that I desperately needed myself. I really don’t like going to the grocery store and also never had time to stop." -Apoorva Mehta, founder and CEO

The company operates in 22 markets across the country and believes there's still plenty of room for growth in the $1 trillion grocery market. Venture capital investors, including Andreessen Horowitz, Sequoia Capital and Khosla Ventures, have invested more than $140 million in the company so far, giving it a nearly $2 billion valuation.

Disclosure: Comcast Ventures, the investment arm of Comcast, CNBC's parent company, is an investor in Instacart.

Latest Special Reports

  • Traders and financial professionals work on the floor of the New York Stock Exchange.

    CNBC’s financial reporters weigh in on what every investor needs to know when it comes to companies' earnings reports.

  • CNBC's 'After Hours' breaks down the day's top business stories and most-talked about interviews from CNBC's airwaves.

  • The personal and economic pain from the COVID-19 pandemic is being felt all over the world. As a result of this unprecedented disruption, businesses owners and employees are dealing with an immeasurable level of suffering and facing scenarios they never could have imagined. Through expert analysis and advice from proven business leaders, The Path Forward explores the extraordinary challenges businesses are facing and offers ideas to help owners navigate this global crisis and thrive once again.