Can a delivery membership make you order more?

A delivery membership can save money on eligible orders. It can also make the next order feel less expensive at checkout. Both can be true. [1][2]

The fine print matters. A monthly plan may offer a $0 delivery fee or a reduced service fee only on eligible orders that meet the minimum shown in the app. Other fees, tax, and your chosen tip may remain. Prices and benefits vary by platform and can change.

What the evidence shows

Delivery companies describe membership as a way to improve affordability, retention, and order frequency. Historical company disclosures also show that members may order or spend more than non-members. [1][2]

One specific example: Instacart's 2023 registration statement reported that Instacart+ members averaged 4.0 orders a month, compared with 2.0 for non-members, during the period it measured. [1] That was Instacart data—not an industry average—and the comparison alone does not prove membership caused the difference. Frequent customers may also be more likely to subscribe.

The useful comparison is your own. Review several months before and after joining. Count the subscription charges, savings actually applied, and any change in the number or cost of your orders. Do not assume the membership caused every change, but do not ignore the pattern either.

A lower cost per order does not guarantee lower spending overall.

If you are trying to order less, cancelling removes the monthly fee and may restore a visible per-order cost. Whether that reduces your ordering is personal, not guaranteed.