Same Product, Same Store, but on Instacart, Prices Might Differ

Digital marketplaces are reshaping the old “one price” rule

When shoppers compare the price tag on a grocery aisle with the price shown on Instacart for the same item, they often find a surprising discrepancy. The same brand, the same size, the same store—yet the online price can be higher, lower, or fluctuate from day to day.

Recent research highlights this growing phenomenon, showing that price uniformity is eroding in the digital age. As more consumers turn to third‑party delivery platforms, the traditional notion that a product has a single, stable price is being challenged.

Economists warn that this fragmentation could have broader implications for the market. “When prices diverge across channels, consumers lose the ability to rely on a single reference point,” says Dr. Laura Chen, a professor of economics at the University of Chicago. “That uncertainty can lead to higher overall price levels as retailers and platforms adjust to maximize revenue.”

Several factors drive the price gaps:

• Dynamic pricing algorithms that react to demand, inventory, and delivery costs.
• Additional fees embedded in the online checkout process, such as service charges or “instant savings” that are only applied at checkout.
• Promotions that are exclusive to either the brick‑and‑mortar store or the digital platform.

For shoppers, the practical advice is simple: always compare both the in‑store and online prices before committing to a purchase. Many consumers report that a quick glance at the Instacart app reveals a higher price, only to discover that the same item is cheaper when bought directly from the store’s self‑checkout lane.

Retailers, meanwhile, are grappling with how to balance the convenience of third‑party delivery services with the need to maintain price consistency. Some are experimenting with “price‑match guarantees” that extend to online platforms, while others are developing their own delivery apps to retain greater control over pricing.

As the line between physical and digital shopping continues to blur, the old expectation of a single, stable price may become a relic of the past. For now, vigilance and comparison remain the best tools for consumers navigating this evolving marketplace.