---
title: "Why one delivery integration doesn't reach the market…"
description: "The reframing number for the whole project: 8M Instacart orders is 5% of the market, and 25% of research participants shop Trader Joe's in person and will not move."
kind: "slide"
source: "I built an AI that watches TikTok and shops Instacart"
image: "https://kellyny.land/images/notion/cbdc1c24c970a416.png"
url: "https://kellyny.land/media/notion-cbdc1c24c970a416"
---

# Why one delivery integration doesn't reach the market…

_Why one delivery integration doesn't reach the market: Instacart's 8M monthly orders are 5% of the US consumer app population, and the rest are spread across five other habits._

> The reframing number for the whole project: 8M Instacart orders is 5% of the market, and 25% of research participants shop Trader Joe's in person and will not move.

![Dark slide listing grocery behaviours — 8M monthly Instacart orders at 5% of the US consumer app population — with shares](https://kellyny.land/images/notion/cbdc1c24c970a416.png)

## Text in this image

Transcribed from the asset and checked against the record. Figures are reproduced as printed.

```
8M monthly active orders, only 5% of Consumer App Population in US.
Curbside Pickup (Intra-coastal). Cult following, in-person only — 25% of users. Digital — 20% of users. Don't feel like making dinner 1x / week — 50% of users. Subscription Meal Prep.
```

## Provenance

- **Source:** I built an AI that watches TikTok and shops Instacart — https://kellyny.land/thoughts/i-built-an-ai-that-watches-tiktok-and-shops-instacart
- **File:** https://kellyny.land/images/notion/cbdc1c24c970a416.png
- **Description:** Dark slide listing grocery behaviours — 8M monthly Instacart orders at 5% of the US consumer app population — with shares


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[View on kellyny.land](https://kellyny.land/media/notion-cbdc1c24c970a416)