Transparency to me, would mean I place order and know how much it will cost, instacart mark up, service fees and if a tip is included.
additionally, for virtually all stores on instacart.com now, we are simply passing on the pricing that the retailer has given us (which may or not be marked up from their internal prices -- but we do not control)
edit: to be crystal clear, that means that you are getting exactly what you are asking for -- the prices are simply what the retailer sets (which may be marked up from in-store -- that's their prerogative), and then we show our fees on top of that on checkout. we aren't "hiding" anything, and it's your decision whether the fees are worth your time.
IC is responsible for signing the contracts they have with retailers, IC is also the most visible partner for the end-user. As you can see from this thread, attempts to kick the blame down(up?) the supply chain will only fall on deaf ears.
I know Uber Eats bans restaurants from marking up orders placed through them. You can look at your phone and decide exactly how much extra the delivery costs and then decide if it's worth it to not have to go pick up the food yourself. I've never used instacart but if you're telling me that the price of the service is a secret from me I have a problem would that and would not use it. I don't want to pay $50 to have someone pick up my groceries. But I'd gladly pay $10 on certain days. But I have to know beforehand. I'm not going to sit around and hope Instacart doesn't screw me over today.
If you can get a discount directly from the store, great! You are providing value to them.
1) Receiving the exact items I ordered. 2) The time it takes to show up at my door. 3) The total price beyond what it would cost me in the store.
I know what I pay at the store, I know the value of my time, and I know the cost of driving my car. All I need from Instacart is the total cost for the service presented as simply as possible.