• by Tony Silber , March 17, 2022

Instacart, the online grocery platform, this week announced a new partnership with Hearst Magazines, TikTok, and the recipe site Tasty.co that allows food creators to sync their recipes with ecommerce via the Instacart platform.

Called Shoppable Recipes, the feature will integrate recipes from the partner platforms with the ability to buy the ingredients immediately.

Instacart offer shoppers same-day delivery and pickup, bringing fresh groceries and everyday essentials to food buyers across the U.S. and Canada. The company has partnerships with more than 750 national, regional and local retailers, and delivers from more than 70,000 stores in more than 5,500 cities in North America.

In the Hearst part of the initiative, Instacart will work with Hearst Magazines' main food and recipe properties, which have a total of close to 56 million page views on their recipe content every month. Shoppable Recipes buttons will be placed on Delish.com, ThePioneerWoman.com, GoodHousekeeping.com, and CountryLiving.com, allowing at-home cooks to add all the necessary ingredients to their Instacart cart, place an order, and get cooking.

"We are keen to identify opportunities that enhance our audience experience -- and with Instacart, we found just that," Hearst Magazines Chief Business Officer Kristen O'Hara said. "Partnering with Instacart on Shoppable Recipes will allow our audiences to make recipes inspired by our content with the ingredients arriving at their door in a few taps. This will create new opportunities for our advertisers along the consumer journey.”

Shoppable Recipes leverages Instacart's grocery catalog with real-time AI-driven modeling to find in-stock items and get them delivered quickly. The process starts with an embedded “See Recipe” button on recipe videos on TikTok, and a “Shop with Instacart” button on Hearst Magazines' food culture properties. The outcome is that all of the ingredients can be added to an Instacart cart in just a few taps.