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E-Commerce · head to head

Instacart vs Mailchimp

Instacart logo

Instacart

E-Commerce

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

From
Free
Rated
-
Full reviewWebsite
Mailchimp logo

Mailchimp

E-Commerce

Turn emails into revenue

From
Free
Rated
-
Full reviewWebsite

The short version

  • 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.; Mailchimp the free plan allows 250 contacts and 500 sends a month, with a 250 daily cap
  • They diverge on capability: Instacart covers Multi-retailer marketplace, Mailchimp covers Email campaigns.
  • Prices and features above were last checked on 1 September 2026.

Where they differ

Only the attributes on which Instacart and Mailchimp actually diverge.

Attributes where Instacart and Mailchimp differ
AttributeInstacartMailchimp
Pricing modelFree to download; item markups plus delivery and service fees per order, optional subscriptionUnknown
PlatformsiOS, Android, WebWeb, iOS, Android
FoundedUnknown2001

Identical on both: starting price (Free), free tier (Yes), 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 Mailchimp

  • Email campaigns
  • Marketing automation
  • Landing pages
  • Forms & popups
  • Audience management
  • Content studio
  • Analytics
  • Social media

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 Mailchimp
  • A frequent orderer comparing whether an Instacart+ subscription pays off against per-order feesnot Mailchimp
  • Someone using SNAP EBT benefits at a participating retailer through the appnot Mailchimp
  • A shopper who wants to order ahead and collect at pickup to avoid the delivery fee entirelynot Mailchimp

Mailchimp

  • Email newslettersnot Instacart
  • E-commerce marketingnot Instacart
  • Lead generationnot Instacart
  • Customer engagementnot Instacart
  • Marketing automationnot 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.

Mailchimp

  • The free plan allows 250 contacts and 500 sends a month, with a 250 daily cap
  • Price is driven by contact count, so the list growing raises the bill regardless of how much you send
  • Send allowances are a multiple of contacts, 10x on Essentials and 12x on Standard, so a large list with heavy sending forces a tier change
  • Essentials allows 3 seats and Standard 5; unlimited seats need Premium at $350 a month
  • The headline $13 and $20 prices are for 500 contacts, not a flat rate

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

Mailchimp

Free
  • FreeFree
    • 250 contacts
    • 500 sends per month
    • Basic email campaigns
  • Essentials$13/month
    • 500+ contacts
    • Email campaigns
    • Basic automation
  • Standard$20/month
    • Advanced automation
    • Segmentation
    • Landing pages

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 Mailchimp if

  • You need email campaigns.
  • You want to start without paying.
  • You work on Web, iOS, Android.
  • You also want marketing automation.
Mailchimp review

Questions people ask

Is Instacart or Mailchimp better?
Neither clearly leads. Instacart starts at Free and Mailchimp at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Instacart or Mailchimp?
Instacart starts at Free and Mailchimp at Free.
Does Instacart or Mailchimp run on more platforms?
Instacart runs on iOS, Android, Web. Mailchimp runs on Web, iOS, Android.
Can I use Instacart for free?
Both have a free tier, so you can try either at no cost before committing.
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 Mailchimp is typically brought in for.
What can Instacart do that Mailchimp cannot?
Instacart covers Multi-retailer marketplace, Instacart+ membership, Same-day and scheduled delivery, Pickup option. Mailchimp covers Email campaigns, Marketing automation, Landing pages, Forms & popups.

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.

Mailchimp: Does Mailchimp offer a free plan?

Yes, Mailchimp's free plan supports up to 250 contacts and 500 sends per month with a 250-per-day cap.

Source
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.

Mailchimp: What email features does Mailchimp include?

Mailchimp provides email campaign builder, automation sequences, segmentation, contact management, and A/B testing for email marketing.

Source
Instacart: Are Instacart shoppers employees?

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

Mailchimp: Can Mailchimp integrate with e-commerce platforms?

Yes, Mailchimp integrates with Shopify, WooCommerce, Squarespace, and other e-commerce platforms for customer sync and abandoned cart automation.

Source
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