Omnicom has announced a partnership with Instacart to develop a platform to streamline the shopping experience for consumers engaging with creator content, Digiday confirmed. The integration, set to launch this fall, utilizes Instacart’s new Developer Platform (IDP) to connect creator-generated content directly to retail outlets.

The platform will enable consumers to shop for items featured in creator content across various social media platforms, with access to over 1,500 retailers in 85,000 stores offering same-day fulfillment via Instacart. Notably, Omnicom reports it can attribute orders to specific creator activations for its clients through its Flywheel commerce cloud.Instacart

Megan Pagliuca, Omnicom Media Group’s chief activation officer, explains that the system will work across multiple product verticals. It will reduce friction for consumers viewing ads on platforms like TikTok and Instagram by allowing them to add items directly to their Instacart cart.

Chris Rogers, Instacart’s chief business officer, emphasizes the platform’s goal of “turning inspiration into action” and highlights the rapid turnaround from content engagement to order fulfillment.

Kevin Blazaitis, who oversees Omnicom Media Group’s integrated influencer practice, notes that the attribution element provides valuable data for Omnicom clients. The platform allows tracking completed sales, moving beyond the limitations of previous “click to cart” systems.

Clarissa Season, chief experience officer with Annalect, suggests that this level of outcomes-based measurement represents significant progress in influencer marketing analytics.