TL;DR
Instacart is now the first retail media network to plug directly into TikTok Ads Manager, giving select CPG advertisers:
(1) First-party Instacart audience segments for higher-intent reach,
(2) Shoppable Smart+ experiences via Instacart grocery selection data, and
(3) Closed-loop sales measurement—all inside TikTok. For TikTok campaigns that need provable sales lift, this is big.
What Happened?
On Oct 7, 2025, Instacart announced a native integration with TikTok that lets select CPG brands target, transact, and measure within TikTok Ads Manager using Instacart’s retail media data. Capabilities include high-intent audience segments, dynamic grocery selection, and daily conversion reporting (closed-loop).
Why This Matters for CPG & Retail Media Buyers?
- Prove revenue, not just reach: Direct purchase attribution from Instacart to TikTok campaigns.
- Hit shoppers at “inspiration → action”: High-intent Instacart segments meet TikTok’s discovery feed.
- Operate faster: Plan, launch, and optimize without leaving TikTok Ads Manager.
- Reduce fragmentation: One workflow instead of juggling multiple retail networks.
What You Can Do in TikTok Ads Manager (via Instacart)?
- Target smarter: Use Instacart’s audience segments to reach shoppers with high purchase intent.
- Make it shoppable: Pair with Smart+ to surface Instacart grocery selections so viewers can add to cart seamlessly.
- Measure sales daily: View closed-loop conversion data (Instacart purchases) directly in TikTok.
Availability & Eligibility
Rolling out to select CPG advertisers first. If you don’t see it yet, ask your TikTok rep or RMN partner about allowlisting and timing.
Recommended Campaign Structure (Agency Playbook)
- Objective: Sales (with Smart+).
- Audiences: Start broad + Instacart high-intent segments; layer creative by category (snacks, beverages, household, beauty).
- Creative: Thumb-stopping 6–15s UGC, recipe/how-to, pantry restock, “shop with me,” and price/pack callouts.
- CTA: “Shop Instacart” / “Add to cart.”
- Measurement: Optimize to closed-loop purchases; monitor daily conversion and incrementality vs. non-Instacart traffic.
Creative Guidelines That Convert
- Show the product in the first 2 seconds.
- Solve a micro-moment (snack swap, school lunch hack, game-day prep).
- On-screen benefit (taste, convenience, value) + visual price/pack.
- End frame: “Available on Instacart” cue.
FAQs
Q: Is this only for CPG?
A: Launch phase prioritizes CPG advertisers. Broader categories may follow.
Q: Do I need extra tags?
A: No additional site tags for closed-loop Instacart sales; measurement flows through the integration inside TikTok Ads Manager.
Q: Can I still use my existing TikTok audiences?
A: Yes—combine Instacart segments with your first-party or platform audiences for scale and testing.
Q: Which formats work best?
A: Smart+ shoppable formats paired with short-form video (6–15s) and strong product framing.
Q: How fast will I see results?
A: Smart+ shoppable formats paired with short-form video (6–15s) and strong product framing.
About Uptickk
At Uptickk, we’re not just another agency—we’re leading TikTok Shop pioneers. As one of only four beta agencies handpicked by TikTok for the platform’s launch, we’ve established ourselves as leaders in TikTok Shop management and strategy. With a proven track record of success, we proudly manage two of the top 10 TikTok Shops and partner with brands like Nello, Peach Perfect, Wyze, Bloom, and Ora Organic to achieve record growth.
We invest heavily in tools and analytics, spending six figures annually on our tech stack to ensure our clients receive unparalleled insights and performance. At Uptickk, we’re more than a service provider—we’re your partner in crafting a winning TikTok Shop strategy that drives real results.
>> Ready to take your TikTok Shop to the next level? Book a call with this link!
– instacart press release: https://www.instacart.com/company/pressreleases/instacart-first-end-to-end-retail-media-solution-on-tiktok/
