Maplebear (Instacart) advertising spend, FY2025

Maplebear (Instacart) (CART) reported $485M of advertising expense for the fiscal year ended Dec 31, 2025. That is 13.0% of revenue of $3.7B. Up 6.1% from FY2024.

Ad spend, FY2025
$485M
year ended Dec 31, 2025
Change vs prior year
+6.1%
vs FY2024
Share of revenue
13.0%
of $3.7B revenue
Rank by ad spend
#131
of 336 companies

Key facts

  • Ad spend is 1.8x its FY2021 level ($270M), slower than revenue (2.0x).
  • FY2025 is the highest year on file, going back to FY2021.
  • Largest increase +57.8% in FY2022; largest cut -8.9% in FY2023.
  • Ad spend has risen 2 years in a row.
  • Maplebear (Instacart) spends more on advertising than 61% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.5x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M FY2021 (ended 2021-12-31): $270M 2021 FY2022 (ended 2022-12-31): $426M 2022 FY2023 (ended 2023-12-31): $388M 2023 FY2024 (ended 2024-12-31): $457M 2024 FY2025 (ended 2025-12-31): $485M 2025 $485M

Ad spend as % of revenue

0% 5% 10% 15% 20% FY2021 (ended 2021-12-31): 14.7% 2021 FY2022 (ended 2022-12-31): 16.7% 2022 FY2023 (ended 2023-12-31): 12.8% 2023 FY2024 (ended 2024-12-31): 13.5% 2024 FY2025 (ended 2025-12-31): 13.0% 2025 13.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $485M +6.1% $3.7B 13.0% AdvertisingExpense 10-K Feb 26, 2026
FY2024 Dec 31, 2024 $457M +17.8% $3.4B 13.5% AdvertisingExpense 10-K Feb 26, 2026
FY2023 Dec 31, 2023 $388M -8.9% $3B 12.8% AdvertisingExpense 10-K Feb 26, 2026
FY2022 Dec 31, 2022 $426M +57.8% $2.6B 16.7% AdvertisingExpense 10-K Feb 28, 2025
FY2021 Dec 31, 2021 $270M n/a $1.8B 14.7% AdvertisingExpense 10-K Mar 5, 2024

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Maplebear (Instacart) in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
126 Deckers Outdoor $496M 9.1% +14.7% FY2026
127 PVH $496M 5.5% +3.2% FY2026
128 Bausch & Lomb $495M 9.7% -6.3% FY2025
129 Ulta Beauty $491M 4.0% +13.8% FY2026
130 NerdWallet $486M 58.1% +31.4% FY2025
131 Maplebear (Instacart) $485M 13.0% +6.1% FY2025
132 Block (Square, Cash App) $478M 2.0% +41.5% FY2025

Full ranking of 336 companies · Biggest increases #168

Questions

How much does Maplebear (Instacart) spend on advertising?

Maplebear (Instacart) spent $485M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 26, 2026.

What percentage of revenue does Maplebear (Instacart) spend on advertising?

13.0% of revenue in fiscal 2025 ($485M of $3.7B). The median across the 336 companies tracked is 5.2%.

Is Maplebear (Instacart) spending more on advertising?

Yes. Ad spend rose 6.1% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Maplebear (Instacart) rank by advertising spend?

#131 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Maplebear (Instacart)'s advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 26, 2026
Accession number
0001579091-26-000018
Company
Maplebear Inc., CIK 1579091, SIC 7389 (Services-Business Services, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Maplebear (Instacart) advertising spend, FY2021-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/maplebear/advertising-spend/
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CSV, all years · CSV, all 336 companies