specification: FinOps Framework
specificationVersion: '1.0'
schema: https://www.finops.org/framework/
alignedWith:
  framework: FinOps Foundation Framework
  frameworkUrl: https://www.finops.org/framework/
  dataSpec: FOCUS
  dataSpecVersion: '1.3'
  dataSpecUrl: https://focus.finops.org/focus-specification/v1-3/
provider: Instacart
providerId: instacart
publisherName: Maplebear Inc. d/b/a Instacart
serviceCategory: Marketplace + Logistics
created: '2026-05-04'
# Provenance stamped 2026-08-11: this artifact was written by the API Evangelist
# bulk sweep dated 2026-05-04, not harvested from the provider. See roadmap#35.
method: generated
modified: '2026-05-05'
reconciled: false
tags:
  - Grocery
  - E-Commerce
  - Marketplace
  - Logistics
  - FinOps
  - FOCUS
description: FOCUS-aligned FinOps shape for Instacart. The dominant cost line for retailer and brand
  partners is the marketplace take rate (per-order percentage and fees) plus optional advertising spend,
  not API call fees - APIs are bundled into the partner agreement. FinOps practice for Instacart focuses
  on per-order economics and ad-spend ROAS rather than per-call accounting.
notes: API access itself is not separately metered. The meaningful FinOps surface is the per-order take-rate
  invoice and the Instacart Ads spend.
sources:
  - https://docs.instacart.com/connect/api
principles:
  - name: Visibility
    description: Use partner reporting (orders, GMV, take-rate) and Instacart Ads dashboards to surface
      per-order economics and ad spend.
  - name: Allocation
    description: Tag campaigns and SKUs by brand / category so ad spend allocates to product lines; map
      take-rate fees to the originating retailer storefront.
  - name: Optimization
    description: Tune ad bids and daily budgets, retire low-performing SKUs from sponsored placements,
      and align fulfillment options to lower delivery-cost-to-serve.
  - name: Accountability
    description: Designate a Connect / Ads owner with monthly Instacart-spend budget; review per-order
      contribution margin and ROAS in monthly reviews.
domains:
  - name: Understand Usage and Cost
    capabilities:
      - Data Ingestion
      - Allocation
      - Reporting and Analytics
      - Anomaly Management
  - name: Quantify Business Value
    capabilities:
      - Planning and Estimating
      - Forecasting
      - Budgeting
      - Benchmarking
      - Unit Economics
  - name: Optimize Usage and Cost
    capabilities:
      - Rate Optimization
      - Workload Optimization
  - name: Manage the FinOps Practice
    capabilities:
      - Invoicing and Chargeback
      - Onboarding Workloads
billingModel:
  pricingCategory: Take Rate + Ads
  billingFrequency: Monthly
  billingCurrency: USD
  chargeCategories:
    - Usage
    - Tax
    - Adjustment
    - Refund
    - Credit
  chargeFrequency: Recurring
focusColumns:
  ServiceName: Instacart Connect
  ServiceCategory: Marketplace + Logistics
  ProviderName: Instacart
  PublisherName: Maplebear Inc. d/b/a Instacart
  InvoiceIssuerName: Maplebear Inc. d/b/a Instacart
  PricingCategory: Take Rate
  PricingUnit: order
  BillingCurrency: USD
  ChargeCategory: Usage
meters:
  - name: orders_fulfilled
    description: Completed orders processed through the Instacart marketplace
    unit: order
    aggregation: sum
    dimensions:
      - retailer
      - region
      - delivery_type
  - name: take_rate_revenue
    description: Take-rate revenue attributable to the partner
    unit: USD
    aggregation: sum
    dimensions:
      - retailer
      - category
  - name: ads_spend
    description: Spend on Instacart Ads (sponsored products, display)
    unit: USD
    aggregation: sum
    dimensions:
      - campaign
      - sku
      - brand
apis:
  - name: Instacart Connect API
    baseURL: https://{instacart_domain}/v2
    serviceCategory: API
unitEconomics:
  - name: Cost per Order
    metric: take_rate_revenue / orders_fulfilled
    target: TBD
  - name: Return on Ad Spend
    metric: attributed_revenue / ads_spend
    target: TBD
maintainers:
  - FN: Kin Lane
    email: kin@apievangelist.com