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E-Commerce · head to head

Instacart vs Klarna

Instacart logo

Instacart

E-Commerce

US and Canada grocery delivery and pickup marketplace with a paid membership tier

From
Free
Rated
-
Full reviewWebsite
Klarna logo

Klarna

E-Commerce

Buy now pay later and instalment checkout for online and in-store merchants

From
On request
Rated
-
Full reviewWebsite

The short version

  • Only Instacart has a free tier, so it costs nothing to try first.
  • Each has a real cost: Instacart item prices shown in the app are frequently higher than the same items in the physical store, and this markup is not clearly separated from delivery and service fees at checkout, making true cost comparison difficult.; Klarna merchant fees for the short-term products run around 5.99% plus a fixed fee in the United States, roughly double a standard card rate, so unless Klarna measurably lifts average order value or conversion it is a straight margin loss.
  • They diverge on capability: Instacart covers Multi-retailer marketplace, Klarna covers Pay in 4.
  • Prices and features above were last checked on 1 September 2026.

Where they differ

Only the attributes on which Instacart and Klarna actually diverge.

Attributes where Instacart and Klarna differ
AttributeInstacartKlarna
Starting priceFreeOn request
Pricing modelFree to download; item markups plus delivery and service fees per order, optional subscriptionquote
Free tierYesNo
PlatformsiOS, Android, WebWeb, iOS, Android

Identical on both: user rating (Not yet rated), category (E-Commerce).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Instacart

  • Multi-retailer marketplace
  • Instacart+ membership
  • Same-day and scheduled delivery
  • Pickup option
  • Item substitution controls
  • Instacart Ads and retail media

Only in Klarna

  • Pay in 4
  • Pay in 30 days
  • Longer-term financing
  • Klarna app placement
  • Klarna Checkout
  • In-store payments
  • On-site messaging
  • Merchant portal

What people use each for

The jobs each tool is most often brought in to do.

Instacart

  • A household with limited time wanting groceries delivered same day from a familiar supermarket chainnot Klarna
  • A frequent orderer comparing whether an Instacart+ subscription pays off against per-order feesnot Klarna
  • Someone using SNAP EBT benefits at a participating retailer through the appnot Klarna
  • A shopper who wants to order ahead and collect at pickup to avoid the delivery fee entirelynot Klarna

Klarna

  • A fashion or furniture retailer with average order values high enough that a 3% fee uplift is repaid by a larger basketnot Instacart
  • A merchant selling to younger shoppers who have low credit card penetration and would otherwise abandon at checkoutnot Instacart
  • A European retailer wanting a single hosted checkout that handles instalments, invoice and card in one flownot Instacart
  • A brand that wants distribution inside Klarna's shopping app as an acquisition channel rather than only a payment optionnot Instacart

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Instacart

  • Item prices shown in the app are frequently higher than the same items in the physical store, and this markup is not clearly separated from delivery and service fees at checkout, making true cost comparison difficult.
  • Shoppers are a mix of employees and independent contractors depending on market and retailer, and gig-classified shoppers have raised pay and working-condition complaints that have drawn regulatory attention in several US states.
  • The service fee and delivery fee combination means a small grocery order can carry a large proportional surcharge, making Instacart uneconomical for frequent small top-up shops.
  • Item substitutions chosen by a shopper when stock runs out can differ meaningfully from what was ordered, and refund handling for a poor substitution requires customer support intervention.
  • Availability is limited to the US and Canada, and even within those countries, delivery zones and retailer coverage vary block by block in a way that is not obvious until you enter an address.

Klarna

  • Merchant fees for the short-term products run around 5.99% plus a fixed fee in the United States, roughly double a standard card rate, so unless Klarna measurably lifts average order value or conversion it is a straight margin loss.
  • Rates are negotiated and unpublished, which means small merchants pay the standard rate while large ones negotiate down, and you cannot benchmark what you are being charged without going to market.
  • Returns and partial refunds are handled through Klarna's systems rather than your payment processor, so your finance team reconciles a second settlement flow and customer service handles a second dispute process.
  • Buy now pay later is being brought under consumer credit regulation in the UK, the EU and Australia, which is already changing affordability checks and disclosures; the checkout experience that converts today may be legally required to add friction.
  • Klarna owns the post-purchase relationship, sending payment reminders and marketing in its own name, so a shopper who has a poor collections experience associates it with your brand while you have no control over the messaging.

Pricing, plan by plan

Instacart

Free
  • Pay per orderFree
    • Item prices often marked up versus in-store
    • Delivery fee varying by store and delivery window
    • Service fee of roughly 5 percent of order subtotal
  • Instacart+$9.99/month
    • Delivery fees waived on orders over a store minimum
    • Reduced service fees
    • Also offered at a discounted annual rate

Klarna

On request
  • Klarna for Business$undefined/year
    • Per-transaction percentage plus a fixed fee, negotiated by merchant
    • No published rate card; rates vary by market, product and volume
    • Short-term products priced materially above card interchange

Which should you pick?

Choose Instacart if

  • You need multi-retailer marketplace.
  • You want to start without paying.
  • You work on iOS, Android, Web.
  • You also want instacart+ membership.
Instacart review

Choose Klarna if

  • You need pay in 4.
  • You work on Web, iOS, Android.
  • You also want pay in 30 days.
Klarna review

Questions people ask

Is Instacart or Klarna better?
Neither clearly leads. Instacart starts at Free and Klarna at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Instacart or Klarna?
Instacart has a free tier; the other does not. Paid plans start at Free for Instacart and On request for Klarna.
Does Instacart or Klarna run on more platforms?
Instacart runs on iOS, Android, Web. Klarna runs on Web, iOS, Android.
Can I use Instacart for free?
Yes. Instacart has a free tier, so you can try it without paying. Klarna starts at On request.
What is Instacart best used for?
Instacart is most often used for a household with limited time wanting groceries delivered same day from a familiar supermarket chain, a frequent orderer comparing whether an instacart+ subscription pays off against per-order fees, someone using snap ebt benefits at a participating retailer through the app, a shopper who wants to order ahead and collect at pickup to avoid the delivery fee entirely. Of those, a household with limited time wanting groceries delivered same day from a familiar supermarket chain and a frequent orderer comparing whether an instacart+ subscription pays off against per-order fees are not what Klarna is typically brought in for.
What can Instacart do that Klarna cannot?
Instacart covers Multi-retailer marketplace, Instacart+ membership, Same-day and scheduled delivery, Pickup option. Klarna covers Pay in 4, Pay in 30 days, Longer-term financing, Klarna app placement.

Answered from the vendors’ own pages

Instacart: Are Instacart prices the same as in the store?

Often not. Many retailers set higher item prices for Instacart orders than for in-store purchase, on top of delivery and service fees.

Klarna: What does Klarna cost a merchant?

Klarna does not publish a rate card. In the United States most merchants pay around 5.99% plus $0.30 for short-term products, with longer-term financing nearer 3.29% plus $0.30, and large merchants negotiate lower.

Instacart: Does Instacart+ pay for itself?

Only for households ordering often enough that the waived delivery fees exceed the subscription cost; occasional orderers usually do not break even.

Klarna: Does the merchant carry the credit risk?

No. Klarna pays the merchant the full amount less fees and takes the risk of the shopper not paying.

Instacart: Are Instacart shoppers employees?

It depends on the market and retailer; Instacart uses a mix of directly employed and independent contractor shoppers.

Klarna: Can I use Klarna alongside my existing processor?

Yes. It is normally added as an additional payment method through Shopify, Adyen, Stripe or a direct integration rather than replacing your card acquirer.

Klarna: Is Klarna still independent?

Yes. It listed on the New York Stock Exchange in September 2025 and holds a Swedish banking licence.

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