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Instacart (Maplebear Inc.) is a U.S.-based grocery technology company that powers online ordering, delivery, pickup, and retail media for a large network of grocery and specialty retailers. Founded in 2012, Instacart connects customers with retailers through its marketplace, and also sells enterprise products that help retailers run e-commerce and in-store technology.
Because Instacart does not consistently publish a single “monthly active users” metric, the most reliable way to track its scale is through company-reported marketplace KPIs such as Gross Transaction Value (GTV), orders, and revenue, plus audited numbers from SEC filings.
Answer box: Instacart’s latest full-year update (calendar year 2025) reported $37.224B GTV, 338.8M orders, and $3.742B revenue, with $447M GAAP net income and $1.087B Adjusted EBITDA. Instacart also said 26M+ customers used the platform in 2025.
Sources: Maplebear (Instacart) 2025 shareholder letter (furnished via SEC Form 8-K) and Maplebear FY 2024 Form 10-K.
Key metrics table (latest available)
Figures below are company-reported. 2025 highlights come from Instacart’s shareholder letter; 2022–2024 figures are from the audited FY 2024 Form 10-K.
| Metric | 2025 | 2024 | 2023 | 2022 |
|---|---|---|---|---|
| Gross Transaction Value (GTV) | $37.224B | $33.461B | $30.322B | $28.826B |
| Orders | 338.8M | 294.0M | 269.2M | 262.6M |
| Total revenue | $3.742B | $3.378B | $3.042B | $2.551B |
| Advertising & other revenue | $1.065B | $0.958B | $0.871B | $0.740B |
| GAAP net income (loss) | $447M | $457M | ($1.622B)* | $428M |
| Adjusted EBITDA | $1.087B | $885M | $641M | $187M |
*Note: Instacart’s FY 2023 GAAP net loss included substantial stock-based compensation tied to IPO-related vesting, which the company calls out in its FY 2024 10-K.
Sources:
Instacart FY 2025 Shareholder Letter (SEC 8-K Exhibit 99.1) and
Maplebear FY 2024 Form 10-K (SEC).
Customers, retailers, and footprint (recent company-reported facts)
- Customers: Instacart said 26M+ customers used the platform in 2025, with ~10M placing at least one order in December 2025.
- Retail network scale: Instacart said its marketplace spans 2,200+ retail banners and nearly 100,000 locations.
- Storefront adoption: Instacart said Storefront powers 380+ grocers’ e-commerce sites, and it launched 70+ net-new Storefronts in 2025.
Source: Instacart FY 2025 Shareholder Letter (SEC 8-K Exhibit 99.1)
Employees vs. shoppers (important distinction)
Instacart reports full-time employees in its SEC filings. As of December 31, 2024, Maplebear reported 3,265 full-time employees worldwide. This is separate from Instacart’s shopper community, which operates under independent contractor agreements in many markets.
Source: Maplebear FY 2024 Form 10-K (SEC)
What these trends mean
1) Growth accelerated again in 2025
Instacart reported 11% GTV growth and 15% order growth in 2025, with revenue also up 11%. That combination typically signals stronger demand plus improving purchase frequency.
2) Ads is now a major revenue engine
In 2025, Instacart reported $1.065B in advertising and other revenue—more than a quarter of total revenue. The company also framed its ad platform as expanding across both Instacart’s marketplace and retailers’ owned sites through Carrot Ads.
3) Profitability stayed positive while the company reinvested
Instacart reported $447M in 2025 GAAP net income and $1.087B in Adjusted EBITDA. The shareholder letter also noted a $60M FTC settlement that affected Q4 operating expenses, which helps explain why Q4 net income fell year over year even as the business grew.
FAQ
How much revenue does Instacart make?
Instacart reported $3.742B in total revenue for full-year 2025. The latest audited year (2024) reported $3.378B.
What is GTV for Instacart?
GTV (Gross Transaction Value) is the value of products and services transacted through Instacart, as defined by the company. Instacart reported $37.224B GTV in 2025 and $33.461B in 2024.
How many orders does Instacart process?
Instacart reported 338.8M orders in 2025, up from 294.0M in 2024.
How many customers does Instacart have?
Instacart said 26M+ customers used the platform in 2025, with ~10M placing an order in December 2025.
How many employees does Instacart have?
Instacart (Maplebear) reported 3,265 full-time employees as of December 31, 2024. This figure is separate from its shopper community.
