# Maplebear Inc.

Summary updated: 2026-10-02T13:08:24.260938Z
Canonical: https://finbar.com/research/companies/maplebear-inc

## Overview

Maplebear Inc., which operates as Instacart, is a grocery technology and enablement company connecting consumers, retailers and brands. Its business includes an online marketplace for grocery shopping and delivery or pickup, retailer technology and fulfillment services, and advertising solutions for brands. [1](https://app.finbar.com/go?id=P86703890)[2](https://app.finbar.com/go?id=P110046989)[3](https://app.finbar.com/go?id=P8735553)[4](https://app.finbar.com/go?id=P96332318) The company’s stated mission is to create a world where everyone can access the food they love and have more time to enjoy it together. [5](https://company.instacart.com/updates/how-instacart-goes-above-and-beyond-for-customers-simplicity-transparency-and-billions-in-savings)

Instacart’s reach is concentrated in North America, where it reported serving over 98% of households as of December 31, 2025. [3](https://app.finbar.com/go?id=P8735553) The company reported 2025 revenue of $3.742 billion and approximately 600,000 shoppers as of year-end; shoppers are platform participants, not an employee headcount. [6](https://app.finbar.com/go?id=T843337)[7](https://app.finbar.com/go?id=P60975993) Founded in 2012, Instacart has built its identity around technology and services for grocery shopping and retail operations. [8](https://company.instacart.com/pressreleases/instacart-drives-over-231000-grocery-retail-jobs-more-than-15-billion-in-shopper-earnings-new-economic-report-shows)
[1](https://app.finbar.com/go?id=P86703890)[2](https://app.finbar.com/go?id=P110046989)[3](https://app.finbar.com/go?id=P8735553)[4](https://app.finbar.com/go?id=P96332318)[5](https://company.instacart.com/updates/how-instacart-goes-above-and-beyond-for-customers-simplicity-transparency-and-billions-in-savings)[6](https://app.finbar.com/go?id=T843337)[7](https://app.finbar.com/go?id=P60975993)[8](https://company.instacart.com/pressreleases/instacart-drives-over-231000-grocery-retail-jobs-more-than-15-billion-in-shopper-earnings-new-economic-report-shows)[5](https://company.instacart.com/updates/how-instacart-goes-above-and-beyond-for-customers-simplicity-transparency-and-billions-in-savings)[8](https://company.instacart.com/pressreleases/instacart-drives-over-231000-grocery-retail-jobs-more-than-15-billion-in-shopper-earnings-new-economic-report-shows)

## Products & services

Maplebear’s customer-facing products include the Instacart Marketplace, where customers shop from retailers, and Instacart+, a paid subscription service. The Marketplace supports different fulfillment options, including orders picked, packed, and delivered by Instacart shoppers. [9](https://app.finbar.com/go?id=P114835194)[10](https://app.finbar.com/go?id=P80343532)[11](https://app.finbar.com/go?id=P7055437)

For retailers, the Instacart Enterprise platform offers e-commerce storefront technology, fulfillment tools that can use Instacart shoppers or retailer employees, and Connected Stores products including Caper Carts, Carrot Tags, Eversight, FoodStorm, In-Store mode, Out of Stock Insights, and Storefront. Its Carrot Ads offering brings advertising to retailer and partner storefronts and apps, while Insights provides data on item popularity, inventory availability, order sizes, delivery times, ratings, and sales. The company also describes a collection of AI-powered enterprise solutions for retail partners. [12](https://app.finbar.com/go?id=P99899465)[10](https://app.finbar.com/go?id=P80343532)[13](https://app.finbar.com/go?id=P78222560)[14](https://app.finbar.com/go?id=P22477975)[15](https://app.finbar.com/go?id=P72436747)[16](https://app.finbar.com/go?id=P35293434)

Instacart Ads includes Sponsored Product ads, display ads, coupons, and brand pages, with advertising placements expanding across Instacart, partner storefronts, off-platform channels, and stores. Caper Cart combines a touchscreen with item-recognition and produce-weighing capabilities, and supports checkout at the cart; announced hardware features also include basket-facing sensors, certified scales, location tracking, and outward-facing cameras. [17](https://app.finbar.com/go?id=P93290012)[18](https://www.instacart.com/connected-stores/caper-cart)[19](https://investors.instacart.com/News/news-releases/news-details/2026/Instacart-and-Weis-Markets-Launch-AI-Powered-Caper-Carts-to-Transform-In-Store-Shopping-06-04-2026/default.aspx)

The company reports revenue in transaction and advertising-and-other categories, but does not allocate revenue to individual named products such as Instacart+, Storefront, or Caper Cart. [20](https://app.finbar.com/go?id=P154449786)
[9](https://app.finbar.com/go?id=P114835194)[10](https://app.finbar.com/go?id=P80343532)[11](https://app.finbar.com/go?id=P7055437)[12](https://app.finbar.com/go?id=P99899465)[13](https://app.finbar.com/go?id=P78222560)[14](https://app.finbar.com/go?id=P22477975)[15](https://app.finbar.com/go?id=P72436747)[16](https://app.finbar.com/go?id=P35293434)[17](https://app.finbar.com/go?id=P93290012)[20](https://app.finbar.com/go?id=P154449786)[18](https://www.instacart.com/connected-stores/caper-cart)[19](https://investors.instacart.com/News/news-releases/news-details/2026/Instacart-and-Weis-Markets-Launch-AI-Powered-Caper-Carts-to-Transform-In-Store-Shopping-06-04-2026/default.aspx)

## Geographic presence

Maplebear Inc.’s customer-facing platform operates primarily in the United States and Canada. Its FY2025 filing does not provide revenue by country or region, so no geographic revenue percentages can be stated. [21](https://app.finbar.com/go?id=P108132700)[22](https://www.sec.gov/Archives/edgar/data/1579091/000157909126000027/maplebearinc-2026annualrep.pdf)

At December 31, 2025, long-lived assets, net, were $215 million in the United States, $32 million in Canada, and $1 million in other locations. These figures describe assets, not revenue. [23](https://app.finbar.com/go?id=T6130510)[22](https://www.sec.gov/Archives/edgar/data/1579091/000157909126000027/maplebearinc-2026annualrep.pdf)

The company lists its headquarters in San Francisco, California, and offices in New York City, Fort Lauderdale, Toronto, Dublin, near Melbourne, and Shanghai. The filing does not provide employee distribution by geography. [24](https://app.finbar.com/go?id=P66337250)[25](https://app.finbar.com/go?id=P60493005)[22](https://www.sec.gov/Archives/edgar/data/1579091/000157909126000027/maplebearinc-2026annualrep.pdf)
[21](https://app.finbar.com/go?id=P108132700)[23](https://app.finbar.com/go?id=T6130510)[24](https://app.finbar.com/go?id=P66337250)[25](https://app.finbar.com/go?id=P60493005)[22](https://www.sec.gov/Archives/edgar/data/1579091/000157909126000027/maplebearinc-2026annualrep.pdf)

## Business segments

Maplebear Inc. reports one operating and reportable segment; its CEO, as chief operating decision maker, reviews consolidated financial information and uses consolidated net income to assess segment performance. Accordingly, the company does not report separate revenue contributions for its business pillars, and its filings do not provide segment-level percentages. [26](https://app.finbar.com/go?id=P154449679)[27](https://app.finbar.com/go?id=P119891487)

The company describes three business pillars: **Instacart Marketplace**, which connects retailer offerings with customers and supports shopping and fulfillment; **Instacart Enterprise**, a retailer technology platform that includes e-commerce storefronts, fulfillment and connected-store tools, advertising and marketing solutions, and retail insights; and **Instacart Ads**, which provides brand advertising and measurement, including sponsored products, display ads, coupons, brand pages, and consumer insights. These are business categories, not separately reported segments. [28](https://app.finbar.com/go?id=P57494900)[9](https://app.finbar.com/go?id=P114835194)[12](https://app.finbar.com/go?id=P99899465)[29](https://app.finbar.com/go?id=P19649299)[10](https://app.finbar.com/go?id=P80343532)[13](https://app.finbar.com/go?id=P78222560)[14](https://app.finbar.com/go?id=P22477975)[15](https://app.finbar.com/go?id=P72436747)[17](https://app.finbar.com/go?id=P93290012)

For context, 2025 revenue—not segment revenue—was $3.742 billion: $2.677 billion from transaction revenue (about 71.5%) and $1.065 billion from advertising and other revenue (about 28.5%). These revenue streams are not allocated to the three pillars in the reported figures. [30](https://app.finbar.com/go?id=P71797806)
[26](https://app.finbar.com/go?id=P154449679)[27](https://app.finbar.com/go?id=P119891487)[28](https://app.finbar.com/go?id=P57494900)[9](https://app.finbar.com/go?id=P114835194)[12](https://app.finbar.com/go?id=P99899465)[29](https://app.finbar.com/go?id=P19649299)[10](https://app.finbar.com/go?id=P80343532)[13](https://app.finbar.com/go?id=P78222560)[14](https://app.finbar.com/go?id=P22477975)[15](https://app.finbar.com/go?id=P72436747)[17](https://app.finbar.com/go?id=P93290012)[30](https://app.finbar.com/go?id=P71797806)

## Company history

Maplebear Inc. was incorporated in Delaware in 2012, the year co-founders Apoorva Mehta, Max Mullen, and Brandon Leonardo launched the Instacart app. [31](https://app.finbar.com/go?id=P164971801)[32](https://company.instacart.com/updates/10-years-of-instacart-celebrating-our-first-decade-and-setting-the-table-for-whats-next) In 2019, Instacart expanded its grocery fulfillment options nationally with Instacart Pickup. [33](https://company.instacart.com/updates/introducing-instacart-pickup-grocery-service)

In 2021, Instacart broadened its technology beyond online grocery delivery by acquiring FoodStorm, for prepared-meal ordering, and Caper AI, for smart carts and checkout technology. [34](https://company.instacart.com/pressreleases/instacart-acquires-foodstorm-introduces-new-prepared-meals-and-order-ahead-enterprise-technology-solution-for-retailers-across-north-america)[35](https://company.instacart.com/pressreleases/instacart-acquires-caper-ai-a-leader-in-smart-cart-and-smart-checkout-technology-creating-a-unified-online-and-in-store-commerce-solution-for-retailers) That year, co-founder and CEO Apoorva Mehta stepped down as CEO and Fidji Simo took the role. [36](https://app.finbar.com/go?id=P164973924)[37](https://app.finbar.com/go?id=P164973911)[38](https://company.instacart.com/pressreleases/instacart-appoints-board-member-fidji-simo-to-chief-executive-officer-and-announces-founder-and-current-ceo-apoorva-mehta-will-serve-as-executive-chairman-of-the-board) In 2022, the company acquired Eversight, an AI pricing and promotions platform, and Rosie, e-commerce technology for independent retailers; it also introduced the Instacart+ subscription. [39](https://company.instacart.com/pressreleases/instacart-makes-it-easier-for-customers-to-save-on-groceries-with-acquisition-of-eversight)[40](https://company.instacart.com/pressreleases/instacart-doubles-down-on-its-technology-solutions-for-independently-owned-and-locally-operated-grocers-with-acquisition-of-rosie)[41](https://company.instacart.com/pressreleases/instacartplus)

Instacart priced its initial public offering in September 2023, and its shares began trading on Nasdaq under the symbol CART. [42](https://company.instacart.com/pressreleases/instacart-announces-pricing-of-initial-public-offering)[43](https://investors.instacart.com/resources/investor-faqs/default.aspx) In 2025, Chris Rogers succeeded Simo as CEO and president on August 15, and became chair after Simo resigned from the board in November. [44](https://app.finbar.com/go?id=P99179820)[45](https://company.instacart.com/pressreleases/instacart-appoints-chris-rogers-as-chief-executive-officer)
[31](https://app.finbar.com/go?id=P164971801)[36](https://app.finbar.com/go?id=P164973924)[37](https://app.finbar.com/go?id=P164973911)[44](https://app.finbar.com/go?id=P99179820)[32](https://company.instacart.com/updates/10-years-of-instacart-celebrating-our-first-decade-and-setting-the-table-for-whats-next)[33](https://company.instacart.com/updates/introducing-instacart-pickup-grocery-service)[34](https://company.instacart.com/pressreleases/instacart-acquires-foodstorm-introduces-new-prepared-meals-and-order-ahead-enterprise-technology-solution-for-retailers-across-north-america)[35](https://company.instacart.com/pressreleases/instacart-acquires-caper-ai-a-leader-in-smart-cart-and-smart-checkout-technology-creating-a-unified-online-and-in-store-commerce-solution-for-retailers)[38](https://company.instacart.com/pressreleases/instacart-appoints-board-member-fidji-simo-to-chief-executive-officer-and-announces-founder-and-current-ceo-apoorva-mehta-will-serve-as-executive-chairman-of-the-board)[39](https://company.instacart.com/pressreleases/instacart-makes-it-easier-for-customers-to-save-on-groceries-with-acquisition-of-eversight)[40](https://company.instacart.com/pressreleases/instacart-doubles-down-on-its-technology-solutions-for-independently-owned-and-locally-operated-grocers-with-acquisition-of-rosie)[41](https://company.instacart.com/pressreleases/instacartplus)[42](https://company.instacart.com/pressreleases/instacart-announces-pricing-of-initial-public-offering)[43](https://investors.instacart.com/resources/investor-faqs/default.aspx)[45](https://company.instacart.com/pressreleases/instacart-appoints-chris-rogers-as-chief-executive-officer)

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2. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=P110046989)
3. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=P8735553)
4. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=P96332318)
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6. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=T843337)
7. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=P60975993)
8. [company.instacart.com](https://company.instacart.com/pressreleases/instacart-drives-over-231000-grocery-retail-jobs-more-than-15-billion-in-shopper-earnings-new-economic-report-shows)
9. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=P114835194)
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24. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=P66337250)
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27. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=P119891487)
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35. [company.instacart.com](https://company.instacart.com/pressreleases/instacart-acquires-caper-ai-a-leader-in-smart-cart-and-smart-checkout-technology-creating-a-unified-online-and-in-store-commerce-solution-for-retailers)
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38. [company.instacart.com](https://company.instacart.com/pressreleases/instacart-appoints-board-member-fidji-simo-to-chief-executive-officer-and-announces-founder-and-current-ceo-apoorva-mehta-will-serve-as-executive-chairman-of-the-board)
39. [company.instacart.com](https://company.instacart.com/pressreleases/instacart-makes-it-easier-for-customers-to-save-on-groceries-with-acquisition-of-eversight)
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41. [company.instacart.com](https://company.instacart.com/pressreleases/instacartplus)
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44. [Maplebear Inc. — Full financial report (2025 Y)](https://app.finbar.com/go?id=P99179820)
45. [company.instacart.com](https://company.instacart.com/pressreleases/instacart-appoints-chris-rogers-as-chief-executive-officer)

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