What grocery delivery apps really cost you
Delivery app markups and fees add 20–39% to your grocery bill. Here's what CHOICE found and how to spot the real cost before you order.
Delivery apps sound like a lifesaver when you're busy or stuck at home. But the convenience comes at a price, sometimes a much bigger one than you realise. A basket that costs $45 when you shop in-store can cost $54 to $63 through a delivery app. Over a year of weekly shops, that's hundreds of dollars extra.
How much more do delivery apps really cost?
Consumer group CHOICE investigated on-demand grocery delivery in late 2025, testing apps like DoorDash, Uber Eats and Milkrun against in-store prices. Here's what they found.
Supermarket essentials bought through quick-delivery apps cost 11% more than in-store prices, before delivery fees are added. That's across the board, just the item markup alone.
Some individual items have much larger markups. CHOICE found one striking example: a Coles 4-pack of vanilla ice cream cones cost $3.70 in a store but $5.25 via DoorDash or Uber Eats. That's a 42% markup on a single item.
When you factor in delivery fees, the full cost gap widens fast. CHOICE tested a basket of roughly 13 everyday items worth about $45 in-store. The same basket ordered through a delivery app cost between 20% and 39% more. That means you're paying an extra $9 to $18 per shop.
| Retailer + Platform | Average item markup (whole basket) |
|---|---|
| Aldi via DoorDash | About 7% |
| Coles via DoorDash | About 13% |
The markup varies depending on which retailer and which platform you use. But across the board, the pattern is the same: you pay more per item through delivery than you would walking into a store.
Why do delivery apps charge more?
The higher prices reflect real costs the app passes on to you. Delivery apps run their own platforms, manage delivery logistics, pay staff to pick and pack your order, and take their profit. Those costs sit on top of the retailer's own margin. You're not paying for the product; you're paying for the entire ecosystem around getting it to you.
The good news: if you understand the cost, you can make a choice that works for your budget. Sometimes convenience is worth it. Sometimes it isn't.
When is it worth paying the extra?
An occasional delivery when you're sick or stuck without transport can be worth the convenience cost. But as a weekly habit, the markups plus fees quietly add hundreds to your annual bill.
If you do order regularly, buy more per delivery and aim for free-delivery thresholds. That spreads the delivery cost across more items and lowers the per-item sting. The markup stays the same, but the impact on each product shrinks.
How to see the real cost before you order
Pinch tracks 74,000+ grocery products across Woolworths, Coles, ALDI and Harris Farm Markets, updated weekly, with up to 52 weeks of price history. The prices you see in Pinch are what you'll pay on the shelf or through a retailer's official online shop.
Before you tap "order" on a delivery app, check Pinch. See what the product actually costs in-store. Now you know exactly how much the delivery app's markup is adding on top. It takes 30 seconds and can save you hundreds over the year.
Delivery partnerships are expanding. In December 2025, Coles partnered exclusively with Uber Eats (about 17,000 products). In January 2026, Woolworths activated a national partnership with DoorDash. More options can be good, but only if you're paying attention to the total cost.
The bottom line
Delivery app markups and fees can add 20–39% to your groceries. For a weekly habit, that's money you might not have to spare.
Check Pinch before you order. See the real in-store price. Know exactly what the delivery is costing you, and decide if it's worth it this time.
Download Pinch (free on iOS and Android). No ads. No data selling.
Sources
- CHOICE investigation into on-demand grocery delivery apps (published late 2025). Pricing data compares DoorDash, Uber Eats and Milkrun against in-store and national online prices.
- Coles and Uber Eats partnership announcement (December 2025).
- Woolworths and DoorDash partnership announcement (January 2026).