What Marketplaces Aren’t Telling You: How Commission Models Are Quietly Changing

Let’s break down what’s really happening behind the splashy banners of DoorDash, Uber Eats (incl. Postmates), Grubhub (incl. Seamless), ChowNow, Delivery.com, GoPuff, Instacart, and SkipTheDishes across the US and Canada.

Reality check before we start: commissions, add‑on fees, and “what’s included” change by city, tier, and contract. Use these ranges as a planning baseline, then verify with your rep and current pricing pages.

United States

DoorDash

• Three Partnership Plans for delivery commissions: 15% (Basic), 25% (Plus), 30% (Premier). Visibility and DashPass eligibility improve as you move up tiers. Pickup is 6% on DoorDash orders. $0 activation; card processing on DoorDash app orders is included in plan. Optional promos/ads cost extra.
  

Uber Eats (includes Postmates)

• Marketplace pricing varies by service/tier and market, but broadly sits in the mid‑teens to ~30% band for delivery; pickup/self‑delivery tiers are lower. Uber’s Webshop (direct ordering site powered by Uber) lists 2.5% + $0.29 processing and commission‑free for Webshop orders; separate marketplace fees apply when you list in the Uber Eats app.
  

Grubhub (incl. Seamless)

• Flexible plans with options to use Grubhub drivers, your own drivers, or a hybrid. Commission varies by package and fulfillment method; industry guides peg delivery ~15–30% and pickup ~10–15%, plus optional advertising/boost tools.

ChowNow

• No per‑order commission; subscription model for branded ordering. Diners on ChowNow’s app pay a “Support Local Fee” (7.5% of subtotal). You handle delivery (or add a courier integration).
  

Delivery.com

• Acts more as a marketplace for merchant‑fulfilled orders; reported commission around ~15%, but terms vary by locale/vertical. Treat as negotiable.
  

GoPuff & Instacart

• Not traditional restaurant marketplaces: GoPuff runs an inventory‑based convenience network with its micro‑fulfillment (it also pilots GoPuff Kitchen). Instacart focuses on grocery; it now surfaces restaurant delivery via a partnership with Uber Eats inside the Instacart app (affiliate model). Commission mechanics depend on the program and collaboration.
  

Canada

SkipTheDishes

• Canada’s largest dedicated food‑delivery marketplace. Typical restaurant commission ~20–30%, with room to negotiate for volume/brand strength. Paid tools for featured placement/promotions.
  

DoorDash & Uber Eats (Canada)

• Similar tiered structures and add‑ons as in the US; local packaging and promo bundles vary.
  

Note on Postmates: It’s part of Uber Eats; merchant/driver networks have been integrated since Uber’s acquisition, even if some legacy branding still pops up.

• Margins get eaten fast. On a $30 basket, a 25% delivery commission removes $7.50 before food, labor, packaging, and taxes. Add paid ads/boosts, and your fully loaded platform cost can creep toward 30–35%+ for the orders you choose to promote. (This is exactly why cities experimented with fee caps, and why platforms litigated to loosen them)
  
• Pickup is better, but volume is lower. DoorDash’s 6% pickup and other platforms’ reduced pickup rates preserve contribution margin; the trade‑off is discoverability vs. direct channels.
  
• Processing matters. If you’re using Uber Webshop for first‑party pickup/delivery, budget the 2.5% + $0.29 processing; marketplace orders have separate fee schedules.
  
• Negotiation is real. High-volume, multi-unit, or exclusive-promo partners can negotiate down base rates or secure marketing credits. Results vary by market and timing.

• DoorDash: the Goliath. As of March 2024, DoorDash captured ~67% of observed US meal‑delivery sales, with Uber Eats second at 23%. That dominance influences pricing power and pay‑to‑play visibility.
  
• Uber Eats: Strong US/Canada footprint; increasingly bundling ecommerce (Webshop), logistics (Uber Direct), and marketplace promos. Restaurants report steady upselling into paid visibility.
  
• Grubhub: Post‑sale to Wonder Group (deal announced 2024, closing Q1 2025), Grubhub continues to compete on flexibility and Amazon tie‑ins, but trails on US share.
  
• ChowNow: Commission‑free remains compelling for independents, predictable cost, and you own the customer data. The trade‑off: you must drive your own demand.
  
• SkipTheDishes (CA): Deep regional penetration; practical default in many Canadian markets alongside DoorDash and Uber Eats.
  
• Instacart x Uber Eats: The Restaurants tab inside Instacart routes orders to Uber couriers; expect cross-pollination (grocery users finding restaurants) without changing your Uber Eats ops. 

• GoPuff: Ultra‑fast convenience first, selectively experimenting with owned kitchens and partnerships (e.g., Starbucks pilots, branded “instant” retail). Not a primary restaurant marketplace.

‍

1. Negotiate, then re‑negotiate
   Anchor with your delivery volume, ratings, and local exclusivity. Local regulation also shifts leverage (see NYC’s evolving fee‑cap settlement). Revisit terms quarterly.
   
2. Engineer your marketplace menu
   Keep it tighter than dine‑in; emphasize high‑margin items, bundle sides, and use add‑ons. Spotlight products that travel well to reduce refunds/chargebacks.
   
3. Steer to pickup + first‑party
   Promote pickup on marketplace listings (lower fee) and push first‑party ordering (e.g., ChowNow or Uber Webshop) via links/QR in-store, inserts, and post‑purchase emails.
   
4. Buy visibility surgically
   Paid boosts workm if you measure incremental profit, not just gross sales. Cap promo spend as a % of contribution margin and turn it off outside peak windows.
   
5. Consolidate tech and data
   Use integrations to aggregate orders, sync menus, and centralize reporting across platforms. This cuts labor, missed orders and menu mistakes that silently tax margin.
   

Stay Proactive, Stay Profitable

• Don’t manage to gross. Track net per order by channel, including commission, promos, refunds, packaging, payment processing, and courier adjustments.
  

• Diversify. Run two to three marketplaces + a first‑party channel; shift spend to the one delivering the best net.
  
  
• Expect changes. Fee structures, caps, and “program benefits” shift, sometimes quickly (see NYC settlement and ongoing platform policy tweaks). Put contract reviews on your calendar.
  

Treat marketplaces like strategic partners you audit, not utility bills you autopay.

Quick Reference (2025)

• DoorDash: 15/25/30% delivery tiers, 6% pickup, optional paid promos; US leader by share.
  
• Uber Eats: Flexible marketplace tiers; Webshop at 2.5% + $0.29 processing (commission‑free on Webshop); Postmates integrated.
  
• Grubhub: Package‑based pricing; self‑delivery option; advertising add‑ons; now owned by Wonder Group.
  
• ChowNow: Subscription, no per‑order restaurant commission; diner “Support Local Fee.”
  
• Delivery.com: Merchant‑fulfilled model; reported ~15% commission (varies).
  
• SkipTheDishes (CA): ~20–30% typical; strong Canadian coverage.
  
• Instacart: Restaurant orders now via Uber Eats inside the Instacart app.
  
• GoPuff: Convenience‑first; selective food pilots (owned kitchens/partnerships).
  

Working with restaurant marketplaces in the US and Canada in 2025 means accepting constant change in commission structures, visibility algorithms, and service tiers. DoorDash and Uber Eats set the pace, SkipTheDishes dominates in Canada, while niche players like ChowNow and Delivery.com offer ways to keep costs down. No matter which platform you use, the strategy remains the same: track every dollar, diversify your channels, and never rely on a single partner. In the end, restaurant success depends not just on where you sell, but on how you manage your margins and own your data.