The intersection of content x commerce is evidenced by the rise of TikTok Shop, Instagram Shopping, and Pinterest, but such modern day QVC-like experiences are a lot easier to fulfill with general merchandise over food. In ‘22, Instacart expanded its affiliate program to allow food media properties to add “Get ingredients with Instacart” buttons to their recipe sites, and most recently released a developer platform allowing companies like Weight Watchers and GE Appliances to integrate its commerce engine into their frontend experiences. Last week, Gopuff unveiled its latest Storefronts initiative that allows CPG brands to quickly spin up their own D2C microsites that allow consumers to order products on-demand in as little as 15 minutes. The pitch to brands is to allocate a small portion of their media spend on building such storefronts to convert eyeballs to impulsive buys thanks to its network of ~400 microfulfillment centers in the US and vertically-integrated pick, pack, and logistics network. 

“Big CPGs are spending hundreds of millions on media without any way to transact or measure,” said SVP of Business Dan Folkman in an interview with HNGRY. “We want to make that media transactable, shoppable, and more efficient.”