Instacart's service is mainly provided through a smartphone app, available on iOS and Android platforms, apart from its website. Customers can pay with Android Pay and Apple Pay on their respective platforms. Initially Instacart shoppers simply went to a store and purchased the ordered items at retail and, in addition to the delivery charge, added a markup of 10 to 20 percent. As the business has developed, the firm has established relationships with grocery firms which share their (store) existing markup, allowing Instacart users to shop at in-store prices.