Instacart launches Tastemakers, a program that allows creators to monetize purchases that their audiences make on Instacart; Tastemakers builds on Shoppable Recipes program, which helps creators, food-focused recipe publishers make their content shoppable

Sample article from our Retail & Omnichannel

September 19, 2022 (press release) –

Earlier this year, Instacart announced the launch of Shoppable Recipes, new product integrations that allow food creators to make their recipes shoppable on Instacart. Shoppable Recipes leverage Instacart’s immense grocery catalog — one of the largest in the world — with real-time AI-driven modeling to find in-stock items and available Shoppers to get them delivered quickly, empowering people to turn recipe inspiration from their favorite culinary creators and brands into something delicious that they can make at home.

Today, we are building on the Shoppable Recipes ecosystem and now enabling more content creators and food-focused recipe publishers to make their websites and social media content commerce-enabled. With new easy link-building tools and the Shoppable Recipe button, publishers and content creators can make their content instantly shoppable on Instacart with just a few clicks. 

With these new product capabilities, we’ve unveiled corresponding monetization tools with the launch of Instacart Tastemakers, a new program that allows creators to monetize purchases that their audiences make on Instacart. Now, creators can inspire their audience with delectable food and recipe content and product recommendations, and get paid when they order via Instacart.

Are you a food content creator? When you join Tastemakers, you’ll be able to:

  • Earn money for your passion: It’s simple to make money doing what you love: creating content for your community.
  • Turn inspiration into reality: Make it easy for your followers to bring your recipes to life with shoppable links.
  • Expand your reach: Reach new audiences by sharing recipes with thousands of people who shop on Instacart.

Here’s how it works! You can create shoppable content by using our easy link-building tools or by integrating the Shoppable Recipe button on your site:

  • Shoppable links: Copy your recipe link or Instacart list link and go to the Instacart Tastemakers homepage to create a shoppable link. Then post your link on any social media platform! 
  • Shoppable Recipe button: Go to the Instacart Tastemakers homepage to make your recipe website shoppable. Add a few lines of code to your site to add the button on any of your recipes. 
    • Check out the additional resources in the Help Center section if your site uses a plugin. We have pre-integrated with leading recipe plugin developers to make the implementation even easier for you. 

Interested in joining? Learn more here or reach out to us at with any questions!




Instacart is the leading grocery technology company in North America, partnering with more than 900 national, regional and local retail brands to deliver from more than 75,000 stores across more than 13,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.

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Dan Rivard
Dan Rivard
- VP Market Development -

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