#United States #TikTok #San Francisco #Retail Media #Instacart

Instacart Partners with TikTok for Retail Media

In a landmark move, Instacart has partnered with TikTok to introduce a first-of-its-kind retail media solution tailored specifically for consumer packaged goods (CPG) advertisers. This innovative integration, announced on October 7, 2025, allows brands to utilize Instacart's robust first-party retail media data directly within the TikTok Ads Manager platform. The collaboration aims to revolutionize how advertisers target potential customers, fostering seamless shopping experiences right where consumers spend their time.

A Step into the Future of Retail Media

With this new partnership, Instacart stands out as the first retail media network (RMN) capable of providing end-to-end solutions embedded within TikTok. Advertisers will benefit from direct access to an audience with high purchase intent, enhanced grocery selection options, and sophisticated measurement capabilities for campaign performance—all seamlessly integrated into TikTok's advertising ecosystem.

Enhanced Targeting Capabilities

The collaboration allows advertisers to utilize Instacart's refined audience segments to pinpoint consumers who are most likely to make purchases. This feature is crucial for brands looking to maximize their advertising spend. In conjunction with TikTok's Smart+ campaigns, Instacart's grocery selection data will facilitate shoppable ad formats, offering TikTok users a streamlined path to purchase.

Real-time Performance Measurement

One of the standout features of this partnership is the ability to measure campaign performance in real-time. By incorporating Instacart's conversion data, brands can refine their advertising strategies daily, ensuring they reach their audience effectively. Ali Miller, the General Manager of Advertising at Instacart, emphasized the goal of helping CPG brands engage consumers at the moment of inspiration, driving actionable results.

TikTok's Commitment to Business Growth

Lorry Destainville, the Global Head of Product Partnerships at TikTok, echoed this sentiment, stating that the goal is to connect businesses with consumers ready to engage. The platform has seen over 180 million monthly active users in the United States, with a staggering 87% of users taking action after viewing videos or ads. This dynamic reach reflects TikTok's role as a significant player in driving online and offline commerce.

Insight-Driven Advertising

The new TikTok integration expands Instacart's advertising ecosystem, which now includes more than 7,500 brands and 1,800 retail partners. Marketers can leverage the power of Instacart's first-party data across various platforms without having to navigate fragmented retail networks. This streamlined approach enhances the efficiency of advertising campaigns while providing consistent engagement across channels—from streaming services to social media.

Conclusion: A New Era for Retail and Media

As both Instacart and TikTok redefine the landscape of retail advertising, this partnership signifies a pivotal moment where data-driven insights meet creative digital marketing. By creating seamless pathways for consumers to discover and purchase products, both platforms position themselves as frontrunners in the modern retail media revolution.

For more information about this new advertising initiative, visit Instacart's website.