Instacart turns to TikTok for ad benefits – Supermarket News

CPG advertisers will be able to use first-party retail media data through social media platform
October 8, 2025
Instacart this week said it now runs the first retail media network to offer advertisers end-to-end capabilities directly on TikTok. These include direct access to audience segments, grocery selection and closed-loop measurement of campaign performance.
CPG advertisers on TikTok will be able to:
Target more effectively using Instacart audience segments designed to reach consumers with purchase intent
Enhance shoppable formats through TikTok’s Smart+ campaigns, now integrated with Instacart’s grocery selection data
Measure daily campaign performance within TikTok Ads Manager using Instacart conversion data
“This partnership is designed to help CPG brands connect with consumers at the moment of inspiration and drive action,” said Ali Miller, general manager of advertising at Instacart. “By bringing first-party retail media to TikTok, we’re empowering brands to reach the right consumers, optimize their campaigns in real time, drive attributable sales and deliver truly seamless commerce experiences where people spend their time.”
Related:Grocery retail media enters a new growth phase: report
As part of the collaboration, Instacart is integrating its purchase and grocery selection data directly into TikTok Ads Manager. This includes audience data, grocery selection data and conversion data.
According to Instacart, almost 90% of TikTok users take action after seeing videos or ads on the platform, and 73% of users globally feel a stronger connection to brands on TikTok compared to other sites or apps.
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Bill Wilson
Senior editor at Supermarket News
Bill Wilson is the senior editor at Supermarket News, covering all things grocery and retail. He has been a journalist in the B2B industry for 25 years. He has received two Robert F. Boger awards for his work as a journalist in the infrastructure industry and has over 25 editorial awards total in his career. He graduated cum laude from Southern Illinois University at Carbondale with a major in broadcast communications.
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