Instacart to give transparency on pricing

After growing from $1 million in revenue in 2012 to $100 million last year, it's no wonder Instacart has become the darling of the grocery delivery world.

And now, the company that Forbes recently named "America's Most Promising Company" is making changes to its online storefront. An article in Forbes describes that price differences between products sold on Instacart and in brick-and-mortar stores will be displayed on Instacart's app and website for the first time.

There are other changes on the horizon for the popular app. Founder and CEO, Apoorva Mehta, said Instacart's grocer partners will one day have more freedom to customize their Instacart storefronts, giving them the ability to shape their customers' Instacart experience.

Read the full article here.