Our pricing model has always been simple and transparent: the price you see on Instacart for any given product is what you pay.
Over time, we’ve heard customers say they would appreciate greater transparency into how pricing on Instacart compares with the pricing in retail stores, so today we’re launching a fully transparent model to help with this comparison.
Here’s how it works:
In most cases, prices on Instacart are the same as local in-store prices. However, sometimes they are not. Customers will now see a badge on the front page for each store explaining how the prices for that store’s items on Instacart compare to in-store prices.
When that badge says “Prices are same as in-store” (which is most of the time!), it means that the prices for that store’s items on Instacart are, on average, the same as the prices that retailer regularly charges in their physical stores (more details below).
For stores where the prices on Instacart represent a markup over in-store prices, we clearly display that prices “May be higher than in-store.” Customers can click on the badge to show more detailed information including our estimate of the average price difference.
In addition, we include information on our new Store Prices page to explain who actually sets the prices that users will see on Instacart. In most cases, the retailer sets the prices for their products on Instacart. In some limited cases, Instacart sets the price you see. It’s now easy to tell which is the case while you’re shopping.
You’ll also see information about how prices compare to in-store prices on an item’s detail page.
With these new features, we hope it becomes even easier for customers to get information about Instacart pricing and to make informed purchasing decisions. As always, we’ll continue to look for more ways to improve the customer experience on Instacart, so stay tuned!
More Details on Store Pricing:
Stores may change prices rapidly (even throughout the day) and prices may differ across a retailer’s physical store locations for a specific item, so our pricing estimates apply on average across store inventory based on the information that we have.