Storefront Pro
Omnichannel commerce platform for grocery
Create a high-performing digital experience that is as differentiated as your brand and stores. Storefront Pro is the ecommerce solution powering hundreds of retailers' owned and operated online grocery programs.
The Storefront Pro advantage
From pre-shop through fulfillment, Storefront Pro is an integration-friendly platform that combines proven grocery-native experiences with the adaptability to fit each retailer's brand and systems.
Own your digital grocery experience
Stay in control of your brand, customer data, and relationships with our white-label ecommerce platform, unifying web, app, and in-store journeys across planning, shopping, and fulfillment.
Grow ecommerce profitably
Increase conversions, basket size, and repeat behaviors through grocery-native UX and AI-powered personalization — with built-in retail media monetization that can offset or fully cover your platform fees.
Enterprise-grade innovation on a simplified tech stack
Replace fragmented point solutions — OMS, CMS, payments, fraud, flyers, and CRM — with one end-to-end platform built on the same infrastructure powering millions of Instacart Marketplace orders.
Unlock more profitable digital grocery
When retailers switch to Storefront Pro from other platforms, they benefit from proven grocery technology, ongoing innovation, and built-in capabilities that drive sales and loyalty.
Retail media revenue
On average, grocers offset 65%+ of their monthly platform costs through ad monetization revenue.1
Online sales growth
Grocers see 10pp+ year-over-year sales growth after launching on Storefront Pro, on average.2
User retention
Grocers see a 5pp+ lift in new user retention after switching to Storefront Pro.3
1. Based on the median for retailers live for 6+ months with consistent online revenue and typical per-store sales.
2. Results based on YoY increase in GMV lift from a sample of Instacart partners with full Storefront Pro feature adoption 12 weeks post launch
3. Results based on YoY increase in 90-day new user retention from a sample of Instacart partners with full Storefront Pro feature adoption 12 weeks post launch
Digital grocery, designed around your ambition
Storefront Pro is a flexible platform built to support retailers at every stage of digital maturity — helping you deliver the right experience, scale with confidence, and connect your entire omnichannel ecosystem.
Deliver a seamless customer experience
Create a unified digital grocery journey that feels effortless from start to finish. Storefront Pro brings together web and app experiences into a cohesive, branded environment — so customers can shop in-store and online.
Customize and scale your digital grocery program
Build a digital offering that reflects what makes your store unique. Storefront Pro gives you the flexibility to tailor experiences, merchandising, and promotions to your brand and customer base.
Power your omnichannel strategy
Connect your digital grocery program with the broader retail ecosystem. Storefront Pro integrates seamlessly with your loyalty program and other omnichannel capabilities, helping you unify data, personalize engagement, and strengthen customer relationships across every channel.
Storefront Pro capabilities to grow your business
AI-powered engagement, purpose-built for grocery
Leverage ML-driven search, recommendations, substitutions, and “Buy It Again” experiences on Storefront Pro — powered by a massive grocery behavior dataset. By combining online and in-store shopping behavior, every interaction is personalized to improve discovery, engagement, reordering, and basket size.
Bridge digital and in-store shopping
Seamlessly link digital planning, in-store shopping, and fulfillment so customers can plan online, shop in-store, and fulfill however they choose. Power order-ahead, prepared foods, and mixed baskets with FoodStorm, and bridge digital and physical experiences with in-store mode and Caper Cart integrations — connecting lists, preferences, and promotions to the store aisle.
Reduce friction with fulfillment technology
Use enterprise-grade fulfillment technology and item-level data to manage capacity, routing, and picking — proven across millions of real orders — to improve availability and deliver a more consistent experience. Your customers get access to greater order transparency to improve order satisfaction.
Storefront Pro integrates with the tools retailers rely on
Storefront Pro includes built-in connections to core tools that power digital commerce.
Payments & tax: PayPal, Apple Pay, Venmo, Klarna, HSA/FSA, and more
CRM & martech: Braze, Airship, and more
Analytics: Google Analytics, Epsilon, and more
Content: WordPress, Bazaarvoice
Through an established partner network, Storefront Pro enable custom integrations with your current partners.
Loyalty & offers: Ibotta, AppCard, BRdata, NCR Loyalty Pro, Givex, Birdzi, and more
Point of sale: ECRS, RORC, Truno, and more
Identity & privacy: Salesforce, Gigya, Azure, Okta, and more
Real retailer results
See the growth Storefront Pro can deliver for retailers like you.
2× monthly monetization revenue and 11% year-over-year sales lift
24% increase in sales with strong incremental delivery demand
40% year-over-year increase in users, with retail media covering ~70% of fees
*Prior results do not guarantee future outcomes
FAQs
What is Storefront Pro?
Storefront Pro is a white-label commerce platform that gives grocery retailers a branded ecommerce experience — keeping customer relationships entirely theirs. It unifies web, app, and in-store experiences into one platform with built-in personalization, retail media monetization, and grocery-native fulfillment technology, powered by the same infrastructure behind millions of Instacart Marketplace orders.
What kind of sales growth can I expect after launching on Storefront Pro?
Grocers on Storefront Pro have seen an average of 10+ percentage points of year-over-year sales growth after launch.
How does retail media work on Storefront Pro, and can it really offset my platform costs?
Carrot Ads is integrated into the shopping experience from day one, giving retailers access to demand from 9,000+ brands. Retailers can cover on average 65% of their monthly platform fees through ad monetization.
Does Storefront Pro handle grocery-specific complexity like SNAP/EBT, loyalty programs and mixed baskets?
Yes, Storefront Pro is built for grocery. It natively supports multiple payment options, including SNAP/EBT, has integrations with many loyalty and coupon programs, and can handle complex promotions, mixed baskets, and family-based shopping patterns with ease. These aren't add-ons; they're built into the platform.
How does Storefront Pro connect to Instacart Marketplace?
Storefront Pro and Instacart Marketplace are built on the same technology platform, but are distinct products. With Storefront Pro a retailer's brand is front and center, and they own the customer relationship.
Does Storefront Pro need to replace my current vendor stack, or can it work alongside the tools I already use?
Storefront Pro has many capabilities built-in - OMS, CMS, payments, fraud, flyers, CRM, and fulfillment tech — in one platform, which can lower the total cost of ownership. It also integrates with dozens of existing systems (e.g., POS, loyalty, analytics, identity, content) for retailers who want to keep specific tools.
Does Storefront Pro connect to my in-store experience like smart carts or prepared foods ordering?
Yes. With Storefront Pro, the FoodStorm order management system, which specializes in prepared foods and order-ahead, is fully integrated. It also connects to Caper Carts, bridging digital and physical customer experiences through a single platform.
What does deployment look like and what support do I get?
Storefront Pro includes white-glove deployment with hands-on support for configuration, data migration, and training. Ongoing support includes monthly release walkthroughs, continuous training, and 24/7 availability.
Is Storefront Pro right for independent and regional grocers or only large chains?
While our integration-friendly, AI-native, flexible platform meets the needs of major retailers, the end-to-end capabilities, constant innovation and white-glove professional services can support retailers without large in-house tech teams.
Explore other Instacart Enterprise solutions
Fulfillment Pro
Optimize your fulfillment process from end to end using unified technology solutions to maximize order throughput, increase order volume, and deliver better consumer experiences.
Learn more
FoodStorm
Digitize your perimeter counters to increase sales and revenue, improve labor efficiencies, and enhance the customer experience across channels.
Learn more
Ready to get started?
See how the Instacart Enterprise platform can help you grow your grocery business.