Instacart+ is the premium subscription service formerly known as Instacart Express. For frequent grocery shoppers, the primary question is no longer just about the monthly price, but whether the cumulative savings on delivery fees and service charges outweigh the cost of the subscription and potential item markups.

The base cost of an Instacart+ membership is $9.99 if billed monthly or $99 if billed annually. While the annual plan offers a savings of approximately $20 per year compared to the monthly option, the true value of the membership depends on ordering frequency, preferred retailers, and the utilization of bundled perks such as streaming services.

Detailed Breakdown of Instacart Membership Pricing

Instacart offers two primary payment structures for its premium tier. Understanding the nuances of these plans is the first step in determining which fits a household budget.

Monthly Membership: $9.99 Per Month

The monthly plan is designed for flexibility. At $9.99 per month, it allows users to test the service during peak shopping periods—such as the holiday season or during a particularly busy month at work—without committing to a full year. This plan can be canceled at any time, though the cancellation must occur at least 24 hours before the next billing cycle to avoid an automatic charge.

Annual Membership: $99 Per Year

The annual plan is the flagship offering for long-term users. By paying $99 upfront, the effective monthly cost drops to $8.25. This 17% discount makes it the most logical choice for anyone planning to use Instacart at least twice a month. Annual members also occasionally receive exclusive perks that monthly members do not, such as extended trials for partner services.

Free Trial Options

New users are typically eligible for a 14-day free trial of Instacart+. During this period, all membership benefits apply, including $0 delivery fees on qualifying orders. It is critical to note that Instacart requires a payment method on file for the trial, and the subscription will automatically convert to the chosen paid plan (monthly or annual) unless canceled before the trial expires.

Core Benefits of an Instacart+ Subscription

The membership is built around three pillars of value: direct fee reduction, service fee discounts, and bundled third-party subscriptions.

Unlimited Free Delivery

The most advertised benefit is the $0 delivery fee on orders over $35. In the standard non-member model, delivery fees typically start at $3.99 and can scale higher during "priority" windows or busy hours. For a member, as long as the order meets the $35 threshold per retailer, the delivery fee is waived. If an order falls below $35, members are still charged a delivery fee, often coupled with a small-order fee.

Reduced Service Fees

Service fees are separate from delivery fees. They cover operational costs, including insurance, background checks for shoppers, and platform maintenance. While non-members often pay a service fee starting at 5% (with a minimum dollar amount), Instacart+ members receive a significant reduction on this percentage. On a typical $100 grocery order, this reduction can save an additional $2 to $5 compared to a standard account.

Credit Back on Pickup Orders

For users who prefer to drive to the store but want the convenience of someone else doing the shopping, Instacart+ offers a 5% credit back on eligible pickup orders. This essentially acts as a cash-back mechanism within the Instacart ecosystem, where the credit is applied to the next order.

Family Sharing Accounts

One often-overlooked feature is the ability to share a membership with household members. Instacart+ allows the primary account holder to add up to one other person to a "Family Account." Both users enjoy the benefits of $0 delivery fees and reduced service fees, effectively doubling the value of the $99 annual fee for couples or roommates.

The Hidden Math: Service Fees, Tips, and Item Markups

To answer whether the membership is "worth it," one must look beyond the $99 price tag. The total cost of using Instacart involves several layers that the membership does not fully eliminate.

The Markup Reality

Instacart does not set the prices of the items; the retailers do. Many stores on the platform, including major chains like Costco or Kroger, may list items at a higher price than what is found on the physical store shelves. Research indicates that these markups can average between 10% and 15%.

For example, a gallon of milk that costs $3.50 in-store might be listed at $4.10 on the app. Even with $0 delivery fees, a member is still paying a premium for the convenience of the service. However, some retailers offer "Everyday Store Prices," which are clearly labeled in the app. Savvy members prioritize these stores to maximize their membership value.

Service Fee Minimums

While the service fee is reduced for members, it is never zero. Even on a $200 order, a member will still pay a service fee that contributes to the total cost of the transaction. It is important to review the final checkout screen to see how the service fee scales with the order size.

The Necessity of Tipping

Tips are not included in the membership fee. 100% of the tip goes to the personal shopper who selects and delivers the items. The industry standard is 15% to 20%, or a minimum of $5 for small orders. For a household spending $500 a month on groceries via Instacart, they should expect to pay roughly $75 to $100 in tips, regardless of their membership status.

How to Get Instacart+ for Free Through Credit Card Partnerships

Before paying the $99 annual fee, consumers should check their wallets. Several financial institutions have integrated Instacart+ into their rewards programs.

The Chase Partnership

Chase is currently the most aggressive partner with Instacart. Various Chase credit cards offer complimentary Instacart+ memberships for set durations:

  • Chase Sapphire Reserve: Typically offers one year of free Instacart+ and a $15 monthly statement credit.
  • Chase Sapphire Preferred: Often provides six months of free membership and a $15 quarterly credit.
  • Chase Freedom and Slate Cards: Usually offer three months of free membership and a $10 quarterly credit.

These benefits must be activated through a specific landing page or within the Instacart app by adding the eligible Chase card as the primary payment method.

Other Potential Promotions

Occasionally, Mastercard small business cards or premium travel cards from other issuers provide statement credits for Instacart purchases. While not as consistent as the Chase offer, these promotions can effectively offset the cost of a monthly or annual subscription.

Is Instacart+ Worth It? A Break-Even Analysis

The decision to subscribe should be based on a simple mathematical formula: (Monthly Delivery Savings + Service Fee Savings + Perk Value) - Subscription Cost.

Scenario A: The Occasional User

If a person orders groceries once a month, their average savings would be roughly $3.99 (delivery) plus $2.00 (service fee reduction), totaling $5.99. Against a $9.99 monthly fee, the user is losing $4.00 per month. In this case, the membership is not worth it.

Scenario B: The Weekly Family Shopper

A family ordering once a week (4 times a month) would save:

  • Delivery Fees: $3.99 x 4 = $15.96
  • Service Fee Savings: $3.00 x 4 = $12.00
  • Total Monthly Savings: $27.96 Against a $9.99 monthly fee (or $8.25 annual), the family saves nearly $20 per month. In this case, the membership is highly worth it.

Scenario C: The Streaming Bundle Strategist

Instacart+ recently added a Peacock Premium subscription as a standard benefit for members. Peacock Premium normally costs $5.99 to $7.99 per month. If a user already pays for Peacock, getting it "free" via Instacart+ reduces the effective cost of the Instacart membership to just $2 to $4 per month. When combined with even one grocery order, the membership pays for itself instantly.

How to Manage or Cancel Your Instacart Membership

Instacart makes it relatively straightforward to manage a subscription, though they do utilize "auto-renewal" by default.

Signing Up

  1. Open the Instacart app or website.
  2. Navigate to the account menu (three horizontal lines or the person icon).
  3. Select "Instacart+."
  4. Choose between the annual or monthly plan.
  5. Confirm the payment method and activate.

Canceling to Avoid Charges

To cancel, a user must go back to the "Instacart+" section of the account menu. There is a "Cancel Membership" button. Instacart will often present a few "save" offers (such as a discounted month) to keep the user subscribed. To fully cancel, the user must click through these prompts until they receive an email confirmation.

It is advisable to cancel at least 48 hours before the renewal date. If a user forgets and is charged the $99 fee, they can sometimes receive a refund if they contact customer support within a few days and have not placed any orders using the membership benefits during that new cycle.

Instacart+ vs. Competitors: How Does It Compare?

In the increasingly crowded grocery delivery market, Instacart+ faces stiff competition from Walmart+ and Amazon Prime.

Instacart+ vs. Walmart+

Walmart+ costs $98 per year, almost identical to Instacart+. The primary difference is the source of goods. Walmart+ is limited to Walmart stores, while Instacart+ offers a marketplace of hundreds of retailers, including specialty stores like Sephora, Best Buy, and local grocers. However, Walmart+ includes gas discounts and Paramount+, which may appeal to different demographics.

Instacart+ vs. Amazon Prime

Amazon Prime ($139/year) includes Whole Foods delivery. However, Amazon has moved toward charging delivery fees even for Prime members on Whole Foods orders unless they meet a much higher threshold or pay an additional monthly grocery subscription. Instacart+ remains more flexible for users who do not shop exclusively at Whole Foods.

FAQ: Common Questions About Instacart Membership

Can I use EBT SNAP with Instacart+?

Yes, Instacart supports EBT SNAP payments at many participating retailers. While the membership fee itself cannot be paid with EBT funds, the benefits of the membership (like $0 delivery) apply to EBT orders, helping low-income families save on the costs of getting food delivered.

Does Instacart+ give me faster delivery?

No. Instacart+ does not guarantee faster delivery or exclusive access to "Priority" time slots. It simply reduces the cost of the delivery. Priority delivery usually requires an additional fee of $2 to $5, even for members.

Is the $35 minimum for the whole cart or per store?

The $35 minimum is per store. If a user orders $20 from a grocery store and $20 from a pharmacy in the same checkout, they will be charged delivery fees for both because neither reached the $35 threshold individually.

Does the membership cover Costco?

Yes. One of the biggest draws of Instacart+ is that it allows users to shop at Costco without a separate Costco warehouse membership. While the prices on Instacart for Costco items are higher than in-warehouse prices, the $0 delivery fee and the lack of a required $60-$120 annual Costco membership make it a popular choice for occasional bulk shoppers.

Summary of Costs and Value

Feature Non-Member Instacart+ Member
Membership Cost $0 $9.99/mo or $99/yr
Delivery Fee $3.99+ per order $0 (on orders $35+)
Service Fee Standard (~5%+) Significantly Reduced
Pickup Credit None 5% Back
Peacock Premium Not Included Included
Family Sharing No Yes (1 additional person)

In conclusion, the $99 annual Instacart membership is a powerful tool for those who rely on delivery services more than twice a month. By consolidating the costs of grocery delivery, streaming entertainment via Peacock, and specialized store access, the subscription often pays for itself within the first quarter of use. However, users must remain vigilant about item markups and ensure their orders consistently meet the $35 minimum to truly see a return on their investment.