Shweta Khajuria's questions to Maplebear Inc (CART) leadership • Q2 2025
Question
Shweta Khajuria from Wolfe Research asked about Instacart's advertising strategy, specifically how the company thinks about on-platform versus off-platform advertising and their expected contributions to the business.
Answer
CEO & Chair Fidji Simo articulated the vision of becoming a one-stop shop for CPG brands by offering unparalleled scale and performance. She explained that Instacart's strategy is to operate as a single, unified network that includes its marketplace, over 240 Carrot Ads retail partners, and off-site partnerships. By offering tools like universal campaigns, Instacart allows advertisers to optimize their spend across the entire network, positioning itself as the key aggregator for an industry that values efficiency and reach.