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I don't know the exact formula, but they get tipped on the price of the order (like a server at a US restaurant would). Instacart customers are charged a flat delivery fee, so multiple orders also seems like a factor.

I think it means orders which will result in higher tips.

Lucrative orders are mispriced orders, no ifs and buts. That's how efficient markets work.

Instacart customers should be paying more for long trips and bulky items and short deadlines. Clarke once observed that “In orbit, caviar is cheaper than bread.”

Paying them more for valuable items only makes sense if the service includes preventing heists.