Instacart Shopper Activists Call for App Deletion

Instacart Shoppers Launch #DeleteInstacart Campaign

The Gig Workers Collective, a group representing approximately 13,000 Instacart shoppers, has initiated a #DeleteInstacart campaign. This action is intended to encourage customers to remove the Instacart application as a demonstration of support for workers seeking improved conditions.

The shoppers’ collective is requesting that customers abstain from reinstalling the app until five specific demands are fulfilled. These demands encompass payment per individual order rather than order batches, the reinstatement of item-based commissions, a rating system that doesn’t penalize shoppers for circumstances outside their influence, occupational death benefits, and an increase in the default tip to a minimum of 10%, up from the current 5%.

Instacart’s Response

Instacart conveyed its dedication to providing an optimal experience for its shopper community. The company highlighted its ongoing efforts over the past several years, including the introduction of new features, policies, and support systems, which have reportedly led to the highest shopper satisfaction levels in the company’s history.

Furthermore, Instacart emphasized its investments in health and safety measures for shoppers during the COVID-19 pandemic. The company stated it values shopper feedback and is committed to utilizing it for continuous improvement.

Growth and Payment Structure

Instacart currently employs 500,000 independent contractors as shoppers, a significant increase from the 200,000 prior to the pandemic-related surge in demand. The company asserts that its payment structure has remained unchanged since February 2019.

In February 2019, Instacart faced a lawsuit concerning its practice of supplementing shopper wages with customer tips. Previously, the company guaranteed a $10 minimum earning per order, but on smaller orders, tips were used to cover the difference. Former CEO Apoorva Mehta issued an apology and affirmed that tips should be distinct from employee compensation, and retroactive compensation was provided to affected shoppers.

Concerns Under New Leadership

Willy Solis, lead organizer for the Gig Workers Collective and an Instacart shopper, expressed initial optimism that their concerns would be addressed when Fidji Simo assumed the role of Instacart CEO in August.

Instacart established a direct communication channel for shoppers to reach a VP or the CEO. While the company stated Simo has been actively engaging with shoppers, Solis contends that their concerns are not being adequately addressed.

Unfulfilled Promises

“There appears to be a discrepancy between the public statements made by the CEO and her actual actions,” Solis explained.

Upon assuming her position, Simo issued an open letter to Instacart shoppers requesting feedback. The Gig Workers Collective responded by reiterating their five demands, framing them as critical issues requiring immediate attention. However, the collective claims their letter was disregarded, and shoppers received automated responses to their emails.

Evolving Payment Practices

The Gig Workers Collective argues that Instacart consistently introduces changes that negatively impact shopper earnings. Following Mehta’s apology regarding tip subsidization, the company altered the minimum order payment from a fixed $10 to a range of $7 to $10 per batch, potentially encompassing up to three orders.

The practice of batch order payment has become a central point of contention for the collective. They claim that base pay has been effectively reduced by 76%.

The Issue of Batching

“When completing a single order, the base pay would be $7. However, when fulfilling three orders simultaneously, the base pay remains $7 for the entire batch,” the collective stated. “This represents a substantial decrease in earnings and is unacceptable.”

Shoppers can view the offered payment before accepting a batch, but Solis notes that the batching process lacks logical consistency. Orders within a batch are not always geographically aligned, requiring significant travel time.

Instacart’s Justification

Instacart maintains that batching orders allows shoppers to earn multiple tips and that the $7 base pay is a minimum, adjusted based on factors such as time, effort, items, mileage, and other variables.

Tipping as a Critical Component

Organizers emphasize the importance of tips for shopper income. Solis stated, “We heavily rely on tips. Without them, the majority of orders we accept are not financially viable.”

The current default tip on Instacart is 5%, requiring customers to manually select a higher amount. The collective is advocating for a default tip of 10%.

Instacart acknowledges the encouragement of tipping but clarifies that it is not mandatory. The company also notes that if a customer chooses a different tip percentage, that percentage will become the default for their subsequent order.

Demands for Safety and Benefits

The collective is also requesting occupational death benefits, citing the risks faced by shoppers during the pandemic and the tragic death of Instacart shopper Lynn Murray in a mass shooting. Instacart offers coronavirus protections and shopper injury protection, including accidental death benefits.

However, the Gig Workers Collective previously alleged that a shopper on a ventilator was denied payment and healthcare under Instacart’s COVID-19 policy in May 2020. Instacart reaffirmed its policy of providing up to 14 days’ pay for shoppers diagnosed with COVID-19 or placed in mandatory isolation.

Past Collective Action

Some of the shopper health benefits were only extended following an emergency walkout staged by the Gig Workers Collective on March 30, 2020. At that time, the collective asserted that Instacart did not provide personal protective equipment (PPE) or sick pay to individuals with doctor’s notes advising them to avoid work.

Looking Ahead

Instacart has not indicated any plans to address the Gig Workers Collective’s demands. As the company considers an initial public offering, Solis believes this is an opportune moment to escalate the demands through a customer boycott.

“Those who criticize our actions often suggest finding alternative employment. However, the exploitative nature of this work necessitates collective action to prevent further exploitation of those who follow,” Solis concluded. “By uniting and speaking out, we gain significant power and influence.”