Smart shopping

Updated 29 March 2026

Are online grocery prices higher than in-store?

We compared online and in-store prices at Coles and Woolworths. Here is what we found and when online shopping costs you more.

Sticker prices are identical

Coles and Woolworths use the same shelf prices across their online and in-store channels. They price-match their own stores, so you won't see "online premium" pricing on branded goods or home-brand products. A 2L Coca-Cola costs the same whether you buy it in-store or online.

The savings and specials are also the same. If there's a half-price deal in-store, it applies to the online order too.

Where online gets expensive: the invisible fees

Delivery fees are the biggest cost. Coles and Woolworths charge $2 to $15 depending on your postcode, time of delivery, and delivery partner. A $3 fee on a $50 shop is a 6% price hike that doesn't show up until checkout.

Service fees vary by retailer. Some charge a small percentage of your order. Combined with delivery, you could be paying $5-20 extra before the groceries arrive.

Minimum order requirements exist to make delivery profitable. Miss the minimum, and you're up for a higher fee or can't place the order at all.

Click-and-collect is usually free (but you lose control)

Both major retailers offer click-and-collect at no cost. You pick a store, place your order, and collect your groceries later. No delivery fee. But here's the catch: staff pick your produce for you. If they grab the only avocado with brown spots, that's your problem. You also can't swap items at pickup if something looks off.

For shelf-stable items (pasta, cereal, canned goods), click-and-collect is excellent. For fresh produce, you're taking a gamble.

The impulse-buying angle: online usually wins

Online shopping removes the psychological triggers that make you spend more in-store. No end-of-aisle displays. No promotional stands at the entrance. No "fresh-baked bread" smell designed to make you buy more. Fewer impulse buys mean a lower final bill, even after fees.

Research shows people spend 10-20% more in physical stores because of these triggers. So even with a $5 delivery fee, you might come out ahead by avoiding the chips and chocolate.

ALDI and Harris Farm have limited online options

ALDI doesn't offer standard grocery delivery in most areas. Harris Farm's online service is limited to certain postcodes. If you want to shop these retailers, you're going in-store.

When online costs more

Online makes you poorer when you make multiple small orders. Each order has its own fees. Five $20 orders with $5 delivery each cost you an extra $25. One $100 shop with one delivery fee costs you $5. Consolidate your orders.

Online also costs more if you regularly buy produce. Letting someone else pick your apples, lettuce, and tomatoes usually means accepting lower quality (and hidden waste).

When in-store costs more

In-store shopping costs more if you have weak impulse control. That $10 worth of unplanned snacks and drinks adds up. Families with kids tend to spend more in-store.

In-store also costs your time. If you value your time at anything above minimum wage, the 30-60 minutes spent shopping is money spent. Online saves you that time.

The real comparison

Online shopping isn't cheaper because of sticker prices. It's cheaper (or breaks even) because it cuts impulse buying and saves you time. If you can consolidate your orders and avoid the convenience trap, online works. If you buy small amounts frequently, in-store wins despite the impulse buys.