Instacart introduces price parity tool

Instacart is bringing new meaning to the term showrooming. The grocery delivery service has introduced new price transparency in an attempt to alleviate confusion over price differences between product in-stores or on Instacart.  

"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," according to a company statement.

The service instantly verifies if a price is the same as that in-store or, if higher, refers the shopper to a page explaining who sets prices and why. Announcement