Shipt vs Instacart: Pros Cons and How They Stack Up

Grocery delivery has shifted from “nice-to-have” to “how did we live without it?” for a lot of households. Whether you’re juggling work, kids, or just trying to avoid one more crowded aisle, services like Shipt and Instacart make it possible to shop from your couch and still get fresh groceries to your door.

But when it comes to Shipt vs Instacart, the differences matter. The two services look similar at first glance, yet they diverge in pricing structure, store availability, membership value, fees, and even how predictable your final checkout total feels.

This guide breaks everything down in plain language: how each service works, what you’ll actually pay (including the “gotcha” fees most people forget about), and which one fits your routine best. I’ll also point out practical tips to reduce costs and avoid surprises.

What Shipt and Instacart actually are?

Both Shipt and Instacart are third-party grocery delivery platforms. You place an order through their website or app, a shopper picks your items at a local store, and then your order is delivered to you during a chosen time window.

Where they differ is the ecosystem around that experience:

• Shipt is closely associated with Target and positions its membership as a “simple, consistent” way to get recurring deliveries (especially if you order frequently). 

• Instacart is the bigger marketplace in terms of geographic reach and the number of retail partners, operating broadly in the U.S. and also across Canada.

Both services offer same-day delivery and can deliver within short windows in many locations.

Key Differences - Shipt vs Instacart

While Shipt vs Instacart may seem similar at first glance, the two platforms differ in several important ways. From pricing structures and membership value to store availability, delivery fees, and overall flexibility, each service is built for a different type of shopper. Understanding these key differences makes it easier to decide which platform aligns better with your grocery habits, budget, and location.

1. Availability and store selection (this is where many decisions are made)

If you live in a major metro area, there’s a good chance both will work for you. But if you’re in a smaller city or a suburban area, Instacart often has the edge simply because it’s available more widely. 

Shipt is available across most of the U.S. (with same-day delivery limited in some places) and is not available in Canada, while Instacart is available across the U.S. and in all 10 Canadian provinces.

That matters because the “best” service is often the one that supports the specific stores you already shop at. A service can be cheaper on paper, but if it doesn’t include your preferred retailers, it’s not really a win.

How to decide quickly: Open both apps, enter your zip/postal code, and search for your top 3 stores. The one that matches your real shopping habits usually wins.

2. How memberships work (and why frequency matters more than anything)

Memberships are where the real difference between Shipt vs Instacart starts to show. While both platforms offer subscription plans designed to lower delivery costs, the value you get depends almost entirely on how often you place orders. 

Shipt membership pricing and what you get

Shipt’s Help Center lists two primary membership options:

• $10.99/month
• $99/year

With membership, Shipt advertises $0 delivery on orders over $35 (with some market variation).

Shipt also states that member orders under $35 typically incur a $7 delivery fee, and one-time deliveries without membership can have a $10 delivery fee (plus other fees shown at checkout).

You can review Shipt’s official pricing guidance directly on the Shipt Pricing Help Center and the specific breakdown on Shipt’s delivery fee explainer.

Instacart+ pricing and what you get

Instacart’s official membership page lists:

• $9.99/month
• $99/year

Instacart+ advertises $0 delivery fee on eligible orders above minimum thresholds (for example, grocery/retail orders of $10+ and Costco orders of $35+ on eligible orders), but it also clearly notes that service fees still apply.

You can see the current membership details on the official Instacart+ page.

The practical takeaway

If you order frequently, membership value becomes the deciding factor.

Shipt membership can mean no additional fees beyond the membership for orders over $35, while Instacart+ still tends to include a service fee even for members.

So if you place multiple $35+ orders every month, Shipt’s membership model can feel more “predictable.” If you place occasional orders, Instacart’s flexibility can be more appealing.

3. The fees people forget to compare (delivery fee isn’t the whole story)

When people compare Shipt vs Instacart, they often fixate on delivery fees. But the bigger differences usually come from:

• service fees
• small order fees
• item price markups (in some cases)
• tips
• local or regulatory surcharges (location-dependent)

Delivery fees (non-members and small baskets)

Typical expectations:

• Shipt nonsubscribers often pay a $10 per-order delivery charge plus service fees (Shipt Passes can be used for one-time orders).
• Instacart nonsubscribers typically see delivery fees starting around $3.99+ plus a variable service fee.

Shipt’s own Help Center aligns with the general structure: $0 delivery over $35 for members, a fee under $35, and a one-time delivery fee without membership.

Service fees (especially important on Instacart)

Instacart explains that service fees can vary and that additional fees may apply depending on location. The official guidance is on the Instacart Service Fee Help page.

Instacart+ members may still pay a service fee, even when delivery fees are reduced.

Location-based surcharges and policy-driven changes

Fee structures can change by city and regulation. For example, recent reporting from NYC Post described Instacart introducing a specific fee in NYC tied to regulatory changes (which also highlights how location can add extra line items beyond the “standard” fees).

That doesn’t mean every shopper will see that exact fee, but it’s a good reminder: always check your final checkout summary in your own location before deciding which service is “cheaper.”

4. Grocery item pricing and markups (why the same cart can cost more)

A sneaky part of grocery delivery is that the per-item price in the app can be higher than in-store, depending on the retailer and the platform arrangement.

Prices “may be higher than those at grocery stores” on both services.

They also call out a specific exception that can matter for Shipt: if you order Shipt delivery from Target through Target’s flow, you may get in-store pricing.

What this means in real life: Even if Service A has lower fees, Service B might still win if the stores you use keep in-app prices closer to in-store prices.

A quick hack: Compare 10 common items (milk, eggs, chicken, rice, bananas, etc.) between your two apps for your favorite store. The app with the lower “basket price” often beats the one with slightly lower fees.

5. Delivery speed and scheduling flexibility

Both Shipt and Instacart promote same-day delivery. Both can deliver in as little as about an hour in some areas.

In practice, speed depends on:

• shopper availability
• store distance
• time of day (weekends spike)
• weather and local demand
• whether you’re ordering during peak grocery hours

Instacart advantage: Because of scale and broader coverage, Instacart often has more store options at any given time in many cities, which can help when one store is slammed.

Shipt advantage: Many users like Shipt’s “routine feel” when they regularly shop from the same stores and schedule deliveries consistently.

6. Shopper experience: substitutions, communication, and accuracy

Both services offer core “personal shopper” features:

• real-time messages about out-of-stock items
• substitution approvals
• delivery tracking

Both allow you to enter your zip code to confirm availability and that both support similar ordering flows.

Where you may notice differences is consistency. Instacart’s massive network means experiences can vary a lot depending on the shopper pool in your area. Shipt’s model can feel more “membership-driven,” but again, the real experience depends heavily on your local market.

Pro tip for better substitutions (works on both): Use replacement preferences proactively. If you don’t set them, the shopper is guessing under time pressure, and you’re more likely to end up with odd swaps.

7. Customer support differences

When something goes wrong (missing item, wrong item, damaged produce), customer support becomes the deal-breaker.

• Shipt offers customer support via email, phone, or live chat.
• Instacart offers support via live chat or phone and also has a dedicated phone line meant to assist older adults.

If support quality is a top priority for you, it’s worth scanning recent app reviews in your region, because support satisfaction can fluctuate over time.

Pros and cons of Shipt

When comparing Shipt vs Instacart, understanding Shipt’s strengths and limitations is essential. Shipt is designed for users who order groceries frequently and prefer predictable costs through a membership model. However, its value can vary depending on order size, location, and how often you use the service. Below is a balanced look at the key advantages and drawbacks of choosing Shipt.

Shipt pros

• More predictable value for frequent users: If you consistently place $35+ orders, Shipt’s membership structure can feel straightforward: membership + tip, and you’re largely done. Shipt’s official membership pricing and free-delivery threshold are stated directly in its Help Center.
• Strong Target tie-in: If Target is a major part of your household shopping, Shipt’s integration can be a real advantage. Ordering via Target can bring in-store pricing in certain cases.
• Good fit for “weekly grocery routine” households: Families who do one or two large grocery runs a week often get the cleanest savings from Shipt membership.

Shipt cons

• Can be pricey for one-off orders: Shipt nonsubscriber orders can involve a $10 fee plus service fees, which adds up fast if you only order occasionally.
• Not available in Canada: If you’re in Canada, Instacart is the relevant option between the two.
• Small basket penalties: Orders under the threshold can trigger additional fees (like the under-$35 fee). Shipt explains this in its pricing documentation.

Pros and cons of Instacart

In the Shipt vs Instacart comparison, Instacart stands out for its flexibility and wide store coverage. It appeals to users who want access to multiple retailers without committing to a subscription, but its fee structure can be less predictable. Understanding Instacart’s pros and cons helps clarify whether its convenience and reach outweigh the potential extra costs.

Instacart pros

• Wider availability and broader store selection: Instacart is available across all 50 U.S. states and all 10 Canadian provinces, which is a huge edge if you travel, move often, or want consistent access.
• Flexible for occasional users: If you don’t want another subscription, you can still use Instacart with per-order fees. Delivery fees starting at $3.99+ for nonsubscribers, plus service fees.
• Instacart+ can still be worthwhile: The Instacart+ membership page outlines $0 delivery fee benefits on eligible orders, which can add up if you place multiple orders monthly.

Instacart cons

• Service fees can still apply, even on membership: Instacart+ orders may still include a service fee.
• Fee transparency has been under scrutiny: Recent reports from AP News covered a $60M FTC settlement involving allegations around how “free delivery” messaging and fee disclosures were presented, reinforcing why shoppers should watch the fine print at checkout.
• More “moving parts” in the final total: Depending on location, you may see extra surcharges, and service fees can vary. Instacart’s own help documentation notes additional fees may apply depending on region.

Shipt vs Instacart which one is cheaper in real life

Here’s the honest answer: it depends on how you shop.

• Shipt can be more expensive for one-time orders due to its one-time fee model.
• Shipt can be less expensive for membership users (especially for $35+ orders) because Instacart+ still often includes a service fee.

If you place 4+ orders per month

Shipt membership often feels like the better deal because the “$0 delivery over $35” model is straightforward, and you can spread the membership cost over more orders.

If you place 1–2 orders per month

Instacart’s non-member flexibility might win because you’re not paying a subscription you won’t fully use, and delivery fees can start lower than Shipt’s one-time model.

If you place large weekly grocery orders

Shipt is often a strong fit, especially if you rely on Target heavily or want fewer “fee surprises.”

If you shop at many different retailers

Instacart’s marketplace scale and store selection can be the deciding factor, especially if you like mixing grocery, pharmacy, and specialty stores in your routine.

How to save money on both platforms (without sacrificing convenience)

No matter where you land in the Shipt vs Instacart debate, the good news is you don’t have to spend more just because you’re using grocery delivery. With a few smart habits like timing your orders, meeting minimum cart values, and watching fees closely, you can keep costs under control while still enjoying the convenience of having everything delivered to your door.

1) Keep carts above the minimum thresholds

Both services penalize small orders. Shipt explicitly outlines how orders under $35 can trigger extra delivery fees even for members.

2) Build a “replenishment list”

Instead of placing multiple small orders across the week, keep a running list and place one consolidated order. This reduces fees and also reduces tip frequency.

3) Compare store pricing inside the app

Item prices may be higher than in-store on both platforms.
If one retailer is heavily marked up in one app, shift that store to the other app (or swap stores).

4) Schedule for off-peak windows

Busy windows can mean fewer shoppers and slower service. If you can schedule mid-day or early afternoon on weekdays, you often get smoother fulfillment.

5) Use substitutions smartly

Set substitutions before checkout. Fewer back-and-forth messages usually means faster shopping, and faster shopping can reduce the chance that the last item you need sells out.

Which ones should the Consumers Choose?

Choosing between Shipt vs Instacart ultimately comes down to your shopping habits, location, and how often you order groceries. While both platforms offer similar conveniences, one may deliver better value depending on whether you prioritize predictable costs, wider store access, or flexible ordering without a membership.

Understanding your own needs makes the decision far more straightforward.

Who should choose Shipt

Choose Shipt if you relate to most of these:

• You order groceries regularly (weekly or more)
• Your typical cart is $35+
• You want a predictable membership-style experience
• Target is one of your main stores or you like the Target-linked pricing advantages 
• You prefer a model where membership handles most delivery costs above the threshold

Shipt’s membership pricing and delivery fee rules are straightforward in their official documentation, which is a big reason frequent users like it. 

Who should choose Instacart

Choose Instacart if you relate to most of these:

• You want access to lots of different retailers in one app
• You live in Canada (or want a service available in both the U.S. and Canada)
• You don’t want to commit to a subscription (or you only order occasionally)
• You want the option of Instacart+ benefits with the understanding that service fees can still apply

What this comparison means for ecommerce expectations 

Even though Shipt and Instacart are grocery-first, they’ve shaped what customers now expect from delivery in general: speed, transparency, and convenience.

If you run an ecommerce store, those expectations spill over into everything from apparel to home goods. Shoppers increasingly want:

• reliable delivery timelines
• easy order tracking
• fewer surprise charges
• a smooth post-purchase experience

For merchants building or scaling stores, this is where supplier and fulfillment choices matter. Using a curated supplier network like Spocket can help merchants align with modern delivery expectations by prioritizing product sourcing that supports faster shipping and a more consistent customer experience—especially compared to long, unpredictable delivery windows that frustrate online shoppers.

In other words: grocery delivery didn’t just change groceries. It raised the bar for everyone.

Final verdict

The simplest way to decide is to look at your real routine, not the headline prices.

Pick Shipt if you order frequently, usually hit $35+ per cart, and want a membership experience that feels clean and predictable. Shipt’s official pricing pages make it clear why frequent users like it: $10.99/month or $99/year, with $0 delivery on orders over $35 (and fees for smaller carts).

Pick Instacart if you want broader store access, live in Canada, don’t want to commit to membership, or you like having a massive marketplace of retailers in one place. Instacart+ can still be valuable, but you should expect service fees to remain part of the checkout experience.