Instacart, operating as Maplebear, rolled out a new shoppable vertical video feature called Immersive Feed, allowing customers to watch short recipe clips and add ingredients directly to their online grocery carts within retailer storefronts. The launch aims to strengthen Instacart's higher-margin retail media business by linking advertising content with immediate purchase behavior. The feature arrives alongside Instacart's first-quarter 2026 results, where revenue reached US$1,019 million and net income was US$144 million, highlighting the importance of advertising and enterprise products to earnings. While Immersive Feed could deepen advertiser demand and support a more profitable revenue mix over time, its near-term impact on higher-margin ad revenue remains uncertain and may not be immediately material. Some optimistic analysts see tools like Immersive Feed reinforcing a path toward about US$5.0 billion in revenue and US$1.0 billion in earnings by 2028, though other forecasts worry about advertising growth slowing despite new formats.
Maplebear Inc.Instacart launches new shoppable video feature Immersive Feed to boost ad revenue.