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What DoorDash’s Instacart acquisition says about the modern delivery platform pitch

DoorDash’s announced plans to acquire Instacart for $17 billion point to the constant need to gain market share by diversifying services and offerings.

Over the years, both DoorDash and Instacart have invested heavily in new services like AI assistants, advertising programs and in-store B-to-B solutions. DoorDash, in particular, has been on an expansion streak, acquiring U.K.-based competitor Deliveroo and restaurant reservations platform SevenRooms in 2025.

Some experts believe DoorDash’s proactive strategy is to simply keep up with Amazon’s delivery offerings. However, retail media networks have also become an important revenue source for delivery platforms in recent years.

At its surface, the DoorDash-Instacart deal is about two massive last-mile companies consolidating. But for advertisers, it could mean a broader disruption in retail loyalty, said Sallen, as the two platforms’ merger brings together deep data on restaurant, grocery and retail shopping.

What DoorDash’s bid for Instacart says about the modern delivery platform pitch

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