In food retail, a trend has emerged for differentiated pricing online and offline

In a review by the analytical agency INFOLine, it is said that retail chains are factoring into the price of goods upon delivery the growing costs of the last mile, including due to an “unprecedented shortage of personnel” - collectors and couriers. As a result, prices for online orders may increase by 5–10%. The most actively differentiated pricing is used by hypermarket chains such as Lenta and Metro, Vkusville and Dixie, INFOLine clarifies. 

Another strategy involves cutting off small orders with increasing the minimum receipt depending on the workload of couriers or a specific dark store. 

This option, according to the General DIRECTOR of Infoline-Analytics Mikhail Burmistrov, is often used by such services as Yandex Shop and Samokat. 

Vkusvill confirmed that prices in the catalog on the website may differ from prices in the store, and when ordering online, the cost of the product may vary depending on the location. But this does not mean that “prices will only differ upward,” the retailer clarified. The Metro network noted that selling goods with delivery involves additional costs that must be partially offset by pricing, but this is not a standard “markup.”