Instacart’s new ‘Shoppable Recipes’ feature lets creators link shopping lists to their TikTok videos

The new feature is called Shoppable Recipes and it will launch new integrations with brands like Delish and Country Living. Food creators on TikTok will be able to use the Shoppable Recipes feature in their videos through an integration powered by TikTok Jump.

Food creators will be able to link shopping lists into their TikTok videos. A button that adds all of the required ingredients for a specific recipe is included in the new feature. Tasty.co and other sites will allow creators to choose their own recipes. In the coming months, creators will be able to create and link to their own Shoppable Recipe content, as well as the pilot Jump to more TikTok creators.

The company is partnering with Hearst Magazines for their main food and recipe properties. All of the recipe content on Delish.com, The Pioneer Woman.com, GoodHousekeeping.com and CountryLiving.com will have Shoppable Recipe buttons.

The COO of the company said that they are passionate about food and invested inunlocking that passion for others. We are broadening our reach beyond the weekly grocery shop and late-night cravings and meeting people when food inspiration strikes and they want to discover new meals and cooking experiences. It is a win for both consumers and the retail partners they shop from.

The image is from Instacart.

It marks the launch of the company's ambition to make every recipe on the internet shoppable and to open more ways for its retail partners to deepen their relationships with customers. The company says more integrations will be announced later this year.

Last week, Instacart introduced in-store navigation, live phone support and a safety toolkit for shoppers on its platform. The new in-app navigation feature gives shoppers an interactive map of the grocery store in which they are shopping, and the new live phone support feature will allow users to speak with a representative to receive help while carrying out a customer's order. The new safety toolkit gives shoppers access to tools such as in-app emergency calling, incident reporting and safety alert within the Shopper app. The suite of new features is part of the company's commitment to roll out new features for shoppers.