Instacart Adds Shoppable Recipes, TikTok Integration - PYMNTS.com

Online grocery platform Instacart has debuted Shoppable Recipes, a suite of new product integrations that will allow food creators to make their recipes shoppable on TikTok and Tasty and Hearst Magazines properties including Delish and Good Housekeeping, according to a Wednesday (March 16) news release.

Shoppable Recipes pairs Instacart’s grocery catalog with real-time artificial intelligence (AI) modeling to find in-stock items and available shoppers, according to the company press release. Users access it via an embedded “See Recipe” button on recipe videos on TikTok and a Shop with Instacart button on recipes on Hearst Magazines’ food culture properties that adds the ingredients to their Instacart cart.

“We’re passionate about food and we’re invested in unlocking that passion for others,” said Asha Sharma, COO of Instacart, in the company press release. “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,” she said.

The TikTok integration is powered by TikTok’s Jump program. It allows viewers to add all the required ingredients to their Instacart cart in a few taps.

Instacart is also partnering with Hearst Magazines’ main food and recipe properties, including The Pioneer Woman, Good Housekeeping, Country Living and Delish, whose online presence totals 56 million page views on their recipe content every month. Hearst will integrate Shoppable Recipe buttons on Delish.com, ThePioneerWoman.com, GoodHousekeeping.com, and CountryLiving.com.

On Thursday (March 17), Instacart announced a team-up with Office Depot on same-day delivery, part of an ongoing effort by the grocery delivery platform to expand its selection of goods. The deal will allow Instacart to deliver office and school supplies to customers in an hour.

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