Two Leading Grocery Delivery Platforms, Head to Head
Instacart and Shipt dominate the same-day grocery delivery space in the U.S. Both connect you with personal shoppers who pick your items and bring them to your door — but they differ in store coverage, pricing, membership structure, and overall experience.
Here's a clear breakdown to help you decide which one fits your life better.
Store Coverage: The Most Important Factor
Instacart partners with a much wider network of retailers — from major chains like Kroger, Costco, Aldi, and CVS to local and regional grocers. If store variety matters to you, Instacart has the clear advantage.
Shipt was acquired by Target and has deep integration with Target stores, plus partnerships with Meijer, H-E-B, Publix, and select regional chains. If you regularly shop at Target or one of Shipt's partner stores, the experience is especially seamless.
Feature Comparison
| Feature | Instacart | Shipt |
|---|---|---|
| Membership Cost | ~$99/year or ~$9.99/month | ~$99/year or ~$10.99/month |
| Free Delivery Threshold | $35+ orders (members) | $35+ orders (members) |
| Store Variety | Very broad — 1,000+ retailers | Focused — Target + select chains |
| Same-Day Delivery | Yes, often within hours | Yes, often within hours |
| Shopper Communication | In-app chat with real-time updates | In-app chat, known for friendly shoppers |
| Order Tracking | Live map tracking | Live map tracking |
| Non-Member Option | Yes (per-order delivery fee) | Yes (per-order fee) |
| Target Integration | Limited | Native — same prices as in-store |
Pricing Reality: What You'll Actually Spend
Both platforms are free to use without a membership, but delivery fees per order add up quickly. A membership pays for itself if you order two or more times per month. Beyond the delivery fee, watch for:
- Service fees — a percentage of your order total
- Price markups — Instacart sometimes charges above in-store prices depending on the retailer agreement
- Tip — expected and important for shoppers (factor this into your total)
Shipt through Target charges the same prices you'd pay in the store, which is a notable advantage if Target covers most of your shopping needs.
Shopper Experience and Communication
Both platforms allow your shopper to message you with questions or substitution suggestions during the shop. Shipt is often praised for a more personal, communicative shopper experience — some users describe it as having a friend do your shopping. Instacart is more transactional but highly efficient, especially for larger, complex orders.
Which One Should You Choose?
- Choose Instacart if: you shop at multiple different stores, need access to Costco or warehouse quantities, or want the widest possible selection.
- Choose Shipt if: you frequently shop at Target, prefer a more personalized shopper experience, or your go-to grocery chain is a Shipt partner.
- Use both if: you alternate between different stores throughout the month — having both memberships can actually make financial sense for heavy delivery users.
The Verdict
There's no universally better choice — it comes down to where you shop. Check which stores are available in your zip code on each platform before committing to a membership. Most platforms offer a free trial period, which is the best way to test the experience firsthand.