Instacart, an online retail delivery service, began grocery delivery in the Panhandle on Thursday, offering delivery to 230,000 homes from Pensacola to east of Panama City.

Residents in Northwest Florida have yet another option for grocery delivery services.

Instacart, an online retail delivery service, began grocery delivery in the Panhandle on Thursday, offering delivery to 230,000 homes from Pensacola to east of Panama City.

Through Instacart, customers can order groceries from retailers like Publix, Whole Foods Market and ABC Fine Wine and Spirits, according to Nick Friedrich, Instacart's general manager. The selected items can be delivered straight to their doorsteps in as little as one hour.

"The biggest reason people might try our services is for the time-saving aspect," Friedrich said. "Folks can spend more time doing what they love or need to do like working, exercising or enjoying the beach. It'll save at least three hours and people will still have all the items they need."

To place an order, customers go online to www.Instacart.com or open the Instacart mobile app on their iPhone or Android device, and select their city/store. Customers then add items to a virtual cart, choose a delivery window (within one hour, within two hours, or up to seven days in advance) and check out.

An Instacart shopper accepts the order on his or her smartphone, uses the Instacart shopper app to guide them through shopping and then delivers the order to the customer in the designated delivery time frame.

Instacart is offering customers a free one year subscription of Instacart Express (offer expires Aug. 3), which offers unlimited free grocery delivery for orders of more than $35. Additionally, first-time users can enter the code HIGULF25 (expires Nov. 8) at checkout to get $25 off an order of $35 or more, plus a free first-time delivery.

Friedrich said the business will hire more than 100 new shoppers across the Panhandle.

"We’re also excited to build a world class shopper community where we can offer fun and flexible jobs for our shoppers, who ultimately deliver this amazing service to the community," Friedrich said.

Other businesses such as The Beach Butlers, Destin Grocery Girls and BeMyShopper also offer home delivery services in Northwest Florida.