Executive Summary

This case study demonstrates my approach to building Instacart’s gifting experience — from user pain points to go-to-market strategy:

The global gifting economy is evolving rapidly, expected to surpass $475B by 2027. Instacart stands at a unique intersection of local fulfillment, real-time delivery, and household trust. This case study proposes a reimagined end-to-end gifting experience, turning Instacart from a grocery utility to a delightful gifting destination.

• Strategic fit with mission: “Access to food they love, and more time to enjoy it together”
• Unlocks high-margin verticals (flowers, wellness, care kits)
• Boosts AOV, retention, and viral user acquisition through recipient delight

Problem Statement

The current Instacart app is built for transactional shopping, not emotional giving.

Challenges:

• No gifting toggle or curated bundles
• Poor recipient experience
• High cart abandonment during gifting moments

Opportunity:

• Gifting market (U.S.): $170B+
• 30% of customers want fast, personalized gifting options
• Competitors (Amazon, DoorDash) lack real-time freshness or emotional customization

Important Indicators of Opportunity:

34% of American customers express interest in receiving groceries or wellness gifts, especially during holidays and special occasions.

Gift-related cart abandonment rates increase by 18% during peak seasons due to insufficient personalization options.