The news: Instacart is the first grocery partner to roll out a dedicated app within ChatGPT.

• The app is currently available on desktop and mobile web, with iOS and Android support live as well and Instant Checkout set to roll out to those native platforms in the coming weeks.
• ChatGPT can surface the Instacart app when a user prompts it by starting with “Instacart,” such as “Instacart, can you help me shop for apple pie ingredients?”

How it works: Users install the app by signing into their Instacart account.

• From there, the app helps them find needed items from local retailers and builds a ready-to-review cart powered by OpenAI models.
• Once users are satisfied with their selections, they can pay securely in the Instacart app within ChatGPT using Instant Checkout, with transactions processed via Stripe.
• Items are then shopped and delivered through Instacart’s platform.

The strategy: Instacart is already the dominant grocery intermediary in the US, accounting for over two-thirds of total sales, per our forecast. Its push to quickly launch a ChatGPT app should help solidify that position, even as competitors broaden their offerings.

Instacart recognizes that while it’s far from certain whether consumers will shop via ChatGPT, moving early gives it an opportunity to learn and adapt to shifting spending habits.

Our take: If Instant Checkout takes off—which is far from a sure thing—it will be because it makes life easier for consumers by streamlining and automating everyday tasks like grocery shopping through tools such as the Instacart app.

The app is designed to learn consumers’ preferences—from no-pulp orange juice to gluten-free pasta—and make recommendations based on past orders, favorite brands, and shopping habits. By simplifying reorders, helping users add recipe items like apple pie ingredients, and saving time overall, the app could meaningfully reduce friction in the weekly shopping experience—appealing not only to consumers already used to buying groceries online but also to those who may be persuaded to shift from offline shopping.

Go further: Read our report, What ChatGPT Instant Checkout Means for Brands and Retailers.