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Same product, same store, but on instacart, prices might differ the findings are the latest example of how the notion of a single price is breaking down in the digital age, a trend economists say. People willingly pay more for the same product if it’s packaged or positioned differently. The results demonstrate how companies could quietly and opaquely charge different customers different prices for the same groceries

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Almost three quarters (74%) of grocery items in the experiment were offered to shoppers at multiple price points on instacart. A curious phenomenon unfolds every day, one that defies logic, yet shapes entire markets Study shows that instacart was charging different amounts for the same items as many as 75 percent of grocery items in the study yielded multiple price points for different users.

Price variation for the same item across different websites is a common and often confusing phenomenon for online shoppers