SAN FRANCISCO — Instacart has unveiled a new integration with TikTok, positioning it as the first retail media partner to enable targeting and closed-loop measurement directly within TikTok Ads Manager. The move marks a major milestone in retail media innovation, offering advertisers end-to-end capabilities natively on TikTok.
Through the collaboration, select CPG advertisers can now tap into Instacart’s first-party retail media data to enhance campaign targeting, power shoppable ad formats, and measure performance — all without leaving the TikTok platform. The integration connects TikTok’s Smart+ campaigns with Instacart’s grocery selection data and provides real-time access to Instacart conversion insights.
“This partnership is grounded in helping CPG brands meet consumers at the moment of inspiration to drive action,” said Ali Miller, General Manager of Advertising at Instacart. “By bringing our rich, first-party retail media data to TikTok, we’re empowering brands to reach the right consumer, optimize their campaigns in real time, drive attributable sales, and deliver truly seamless commerce experiences where people are spending their time.”
From TikTok’s perspective, the partnership strengthens the platform’s ability to turn inspiration into action. “At TikTok, we’re committed to helping businesses grow by connecting them with audiences ready to discover and act,” said Lorry Destainville, Global Head of Product Partnerships at TikTok. “Through our partnership with Instacart, more brands can reach customers at the exact moment of inspiration, whether they’re ready to stock up on groceries or motivated to try a new item.”
The integration adds three major capabilities to TikTok Ads Manager through Instacart’s retail media data:
- Audience Data: Enables smarter targeting by reaching consumers with high purchase intent.
- Grocery Selection Data: Powers shoppable ad formats that connect users directly to Instacart product pages.
- Conversion Data: Delivers closed-loop measurement, allowing brands to assess and optimize campaign performance in real time.
Instacart says the collaboration expands its growing advertising ecosystem, which already connects brands and retailers across its Marketplace, 240+ e-commerce grocery sites powered by Instacart’s technology, and in-store innovations like Caper Carts. By bringing its retail media capabilities to TikTok, Instacart aims to make it easier for brands to execute omnichannel campaigns that follow consumers across touchpoints — from inspiration to purchase.
With more than 7,500 active brands and 1,800 retail partners in its network, Instacart continues to position its platform as a solution to media fragmentation. The company says that rather than build separate strategies across multiple retail networks, advertisers can “tap into Instacart's retail media data wherever they're already buying media,” ensuring “consistent, high-intent reach across streaming TV, search, and social discovery.”
TikTok, which boasts over 180 million monthly active users in the U.S., continues to play an expanding role in digital commerce. According to the company, 87% of TikTok users take action after seeing videos or ads on the platform, and 73% of users globally feel a deeper connection to brands on TikTok than on other sites or apps.
As Destainville noted, “Through our partnership with Instacart, more brands can reach customers at the exact moment of inspiration, whether they’re ready to stock up on groceries or motivated to try a new item.”
The partnership between TikTok and Instacart reflects a broader industry trend toward integrating retail media data with social discovery platforms, closing the loop between inspiration and transaction. For CPG advertisers, it represents a powerful new way to align creative storytelling with measurable sales performance.
