Maplebear Inc. CART

CART Company Overview

Maplebear Inc., doing business as Instacart and trading under the ticker CART, operates a grocery technology platform that connects consumers with retailers, brands, and shoppers for online grocery and household goods fulfillment. The company primarily operates in the e-commerce grocery, retail technology, advertising, and logistics sectors. Its platform enables customers to order groceries and other consumer products for same-day delivery or pickup from participating retailers through mobile applications and web interfaces. Revenue is generated through transaction fees, advertising services, subscriptions, fulfillment services, and enterprise technology offerings.

The company’s primary business lines include consumer marketplace operations, retailer enablement technology, and advertising solutions for consumer packaged goods brands. Instacart serves consumers, grocery retailers, pharmacies, club stores, and national brands across North America. A key strategic advantage is its asset-light marketplace model combined with deep retailer integrations and first-party grocery shopping data. Founded in 2012 by Apoorva Mehta, Max Mullen, and Brandon Leonardo, the company evolved from a delivery marketplace into a broader grocery technology platform offering fulfillment software, digital storefronts, analytics, and retail media capabilities. Public filings, including SEC filings, and major financial publications consistently identify Instacart’s transition toward higher-margin advertising and enterprise technology services as a central evolution of its business model.