#15.5k+ Cities ANIRWAY Instacart is the North American Leader in Online Grocery Delivery Publix Kroger Wegman STATER BROS. Instacart's scale enables us to provide fast delivery and gives customers the ability to build their full basket 500k Dedicated Shoppers 85%+ Available to US Households COSTCO Loblaw EREWHON HEB Smart & Final PROCE CHOPFLE SUPERVALU. 00 Ahold Binny's Schnuck BS CVS Towing petco KINGS AD 400+ Retail Partners NEW SEASONS WOLLE 30k Stores Gelson's hens-BEST PARKET BEVMo! MOLLESTONE'S MARKET NyVee ROUSES MARKETS Harris Tester 65%+ US Grocery Sales Represented QUE PORRO wion ANIMAL CENS Wakeform Potes PCC ENE#250% 10 ON // US Online Grocery National Market Share пуричинии 7/14/2016 National Online Grocery Market Share T 6/1 wwwwwwwwww $0/9/ 02/01/ 630/9/9 02/01/2 4/13 week IC 56% share Source: Second Measure Consumer Transaction Data 1/10/2005 Amazon FreshDict YOY Change 2866 bps M125 1/14/2000 2/14/2000 (1918) bps (377) bps (484) bps (87) bps 80% 70% 50% National Online Grocery Market Share: Delivery Only 3/1/20 110/6 strught ot GEDEE Www2011 SINUS SIDEN UN 4/13 week: IC@ 71% share MAN L 11/1/2019 -FreshDirect Target M/I/2020 YOY Change 2671 bps (963) bps (393) bps (919) bps (395) bps#3Autocandond Bebemiond Chopste Who Instacart consumers are 84% female • 41% of customers have children in the household. • 56% live in suburbs, 34% in urban areas #1 reason for trying Instacart is convenience Consumers look to build their entire basket on Instacart to avoid a trip to the storel Source: 2020 instacant Consumer Survey 5K)#4How customers use Instacart 20+ Pages opened or "browsed" on average per session $92 Basket Size Average gross merchandise value per order 18.5 Searches Average product searches per order 17 Items Average number of items per order 1.3 Weekly Orders Average number of orders per week#5Brands learn about their online performance through first party data from Instacart Assortment Category Distribution Order S Sales Customer#6Instacart provides custom closed loop reporting Year End vs YAGO Current Year Ago % Change Featured Product & Delivery Promotion Spend Sales on Instacart Jan 2019 Feb 2019 $ Sales $45.6M $23.8M 91.5% Mar 2019 Apr 2019 May 2019 Unit Sales 10.3M 5.2M 96.5% Deliveries 6.2M 3.2M 91.2% ‒‒‒‒‒‒ Aug 2019 Sep 2019 Oct 2019 Jun 2019 Spend per Customer $21.46 $19.94 $1.52 Jul 2019 Units per Customer 4.9 0.5 Now 2019 Deliveries per Spend per Customer Delivery 2.9 $7.34 2.7 0.2 $7.33 $0.01 Dec 2010 Units per Delivery 1.7 1.6 0.1#7Featured Product: Put your products in front of customers throughout the entire shopping experience — BETTUPEY BALL Pl PRE While Browsing ELAN BR G a - Home Page are C Pry MIR Department S While Searching C Search L Nettvew zoomed ut HO - skilt 3 Cart Item Details Personalized After Ordering 110 Post Checkout H H ENTON PERMANE O# BORDE S C E In "Your Items"#8Featured Product: Benefits Ensure your products are displayed where customers are looking Search is Foundational 17+ searches happen per order Top Rows = Prime Shelf Space 70% of conversions from search take place in the first row (88% in first three rows)#9Fragmented industry requires a comprehensive strategy 80% of grocery shopping occurs outside of Walmart & Amazon 96% of customers who haven't tried online grocery would pick a store they already shop from US Total Grocery Gross Transaction value= $8388 Each store Icon represents $88 in GTV Source: Googles. Ban Study Walmart 18% ***** www hum ***** 0 D Amazon: 296 Publix. Kroger Wegmen STATER BROS. (sharks) Smart 5 Final FAIRWAY CHOPPER Binny's ADG A COSTCO Loblaw EREWHON TRAP NEW SEASONS Schnuck BS CVS Total Wine petco www Gelson's heilen GEST MARKET BevMo! HyVee ROUSES MARKETS Sandalerand og de SUPERVALU. 00 Ahold Key Tow KINGS MOLLE STONE'S 5 TOPS HAAL Gdic BLISERN Wakelem THE LAS Potes PCC Peteis Gaming#10How does Instacart work: Adding Items to Cart • Over time, consumers become more reliant on their personalized list of previously purchased items • By a customer's 10th order, 25% of all conversions are from the "Your Items" aisle m Terra n E LITA Sathy Coul Tan TE BON 14 MA S 10 M Conversion by Source by Customer Order Number Aisle / Browse Your Items Search