That is up to the store(s). If the store does not give Instacart much (if any) discount, then Instacart marks up the items sold. It is done with some of the stores I check. Target is one store that does not give Instacart a discount. I understand it, so it does not bother me. For me, I am looking at the delivery. I do not own a car because it is stupidly expensive, parking is hard to find, and the overall hassle of dealing with car ownership is not worth it (to me, at least). There is supposed to be an Hourcar (or similar) across the street. I think it was for 4-6 cars, some being EVs. Prices for car use are very reasonable. There will be public chargers there as well. It is currently two years behind schedule, which is frustrating. However, the new apt building that is also supposed to be built on that lot has also not yet been started. That would make going to the store to shop far more convenient if I wanted to drive.