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

A study this week has found that shoppers using Instacart are often charged different prices for identical products at the same store at the same time, even when selecting in-store pickup rather than delivery. The Groundwork Collaborative, a progressive policy group, and Consumer Reports organized nearly 200 volunteers across four cities to simultaneously check prices on 20 grocery items. Price differences appeared on nearly three-quarters of the items tested. In one test, more than 40 participants selected the same Safeway in Washington, D.C. and the same brand of eggs. Prices ranged from $3.99 to $4.79 -- a 20% spread. At a Target in North Canton, Ohio, Skippy peanut butter was $2.99 for some shoppers and $3.59 for others. The full 20-item basket varied by about 7% within each store.

An Instacart spokeswoman said retailers on its platform set their own prices and that some run short-term, randomized pricing tests. The company said tests were 'never based on personal or behavioral characteristics.' Instacart acquired Eversight, an AI-driven pricing optimization company, in 2022. A Target spokesman said the company is not affiliated with Instacart and bears no responsibility for prices on the platform. Safeway and parent company Albertson's declined to comment.

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