Instacart IPO Presentation Deck
Active Customer Behavior
Customer Cohorts
2017-2022
Average Monthly Orders per
Monthly Active Orderer
2.1x
2.7x
Year 1
3.0x
Year 2
3.4x
3.7x
3.9x
Average Monthly GTV per
Monthly Active Orderer
$226
$301
$349
$404
Year 3 Year 4 Year 5 Year 6
Year 1
Year 2
Note: For purposes of these charts, a monthly active orderer is a customer who places at least one order on Instacart for a particular month in the year of activation for that customer. Each monthly active orderer belongs in the monthly and annual cohort in which they made
their initial order. To mitigate user duplication and improve data accuracy, user accounts are combined (deduped) based on identifying factors (i.e. phone number).
Year 3
$445
Year 4
$480
Year 5
Year 6View entire presentation