Supermarket groceries bought on delivery apps such DoorDash, UberEats and MilkRun will cost you around 12% more than if you’d bought them in-store, analysis by consumer group Choice has found.
Add the delivery fee and the premium on a basket of 13 everyday items , from Woolworths, Aldi, and Coles, worth around $45 is between 20% and 39% more, with Uber Eats as the most expensive option for Woolies and Coles shoppers, with the delivery bill as high as $60.
The biggest markup Choice found was on 4-pack of Coles vanilla ice cream cones that cost $3.70 in-store, but cost 42% more – $5.25 – through DoorDash or Uber Eats.
Choice editorial director, Mark Serrels said convenience came at a cost for consumers.
“Getting groceries delivered straight to your door within an hour or so is ideal if you have a busy schedule, a sick child or if you need a last-minute ingredient for dinner,” he said
“With grocery delivery from Coles, Woolworths and Aldi now available via apps such as MilkRun, UberEats and DoorDash, we decided to compare prices across a comparable list of 13 grocery products to find out how much you’re really paying for convenience.”
The investigation found that individual items were on average 11% more expensive when purchased via a third-party delivery service.
“Seven of the products from Aldi were priced higher on DoorDash when compared to the price you pay in-store,” Serrels said.
“Twelve of the 13 items were priced higher on a Woolworths MilkRun order, and for all other comparisons, the prices for each item were higher when purchased via the third-party service when compared to what you would pay if you actually went in-store.
“If you purchase a 400g tub of Lurpak in-store from Woolworths, it’s $9. If you forget you’ve run out of spread for tomorrow’s sandwiches and place an order via UberEats, it will cost you a whopping $10.20.”
An Aldi spokesperson told Choice that they don’t set the prices for items sold via DoorDash, while Coles spokesperson said there are better value options in delivery or Click and Collect via Coles Online.
Woolworths said that Milkrun, the VC-backed deliver startup it bought from administrators in 2023, was priced differently to reflect the convenience it offers, adding that all prices were clearly marked and delivery fees clearly disclosed.
DoorDash told Choice the higher prices supported “technology, operations and delivery logistics”.
Uber Eats said the supermarkets independently control pricing and range on its app.
The alternative
Perhaps the oddest aspect of the delivery options is that both Coles and Woolies have their own fast delivery services and often use the third-party providers to do the job.
Choice checked them out and found while the cost of individual items generally matched the in-store price, the higher, $15, delivery fee meant the total charge was similar to ordering from DoorDash and Uber Eats. However the Woolworths order, Milkrun was the cheapest option.
In the end, consumers decide if the convenience of home delivery on a small shop delivers value.
And if you’re a startup founder spending an extra $15 to get the groceries you need, giving you back time to build a unicorn, then it’s priceless.
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There’s more on the price comparison details at choice.com.au/grocerydeliverycosts
And if you’re wondering about the headline, it’s borrowing a from a joke made by the late, great Robin Williams referring to expensive drugs.
