Trendspotting: Online grocery sales set record, $11.2 billion in August
Trendspotting: Online grocery sales set record, $11.2 billion in August
It was another record month for online grocery sales, which totaled $11.2 billion in August. This is a nearly 14 percent year-over-year increase according to the latest Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus. The strong growth was driven by YOY gains in household penetration, order frequency and average order values.
Results by fulfillment method for August 2025 were mixed. Delivery, which drove most of the YOY growth, saw sales jump 30 percent compared to the prior year. Its robust performance was fueled by a strong expansion of its monthly active user (MAU) base and significant AOV gains. Ship-to-Home also saw accelerated growth, with its sales climbing 19 percent YOY, driven by solid gains with MAUs, order frequency and AOV. In contrast, Pickup’s monthly sales contracted, down by 4 percent compared to last year, due to a pullback in order frequency and spending below the rate of price inflation.
Sales share trends also show mixed results. Delivery captured almost six additional percentage points of sales share in August, finishing the month with 45 percent of total eGrocery sales. Ship-to-home gained sales share for the second consecutive year, benefiting from recent moves made by Amazon to expand access to its same-day fresh grocery offering. Meanwhile, pickup shed more than six percentage points versus August 2024.
The overall MAU base for eGrocery expanded by 1 percent in August 2025. This gain was largely due to the re-engagement of infrequent or lapsed customers and YOY penetration gains in the 18-29 and 45-60 age groups. Delivery's MAU base reached a record high, jumping 11 percent in August, driven by strong gains in the 18-29 and 30-44 age groups. Pickup’s MAU base expanded in the low single digits while ship-to-home's base showed strong YOY gains.
The decline in the share of MAUs using only one receiving method was a notable trend for August, as more households relied on a combination of two or three methods for their eGrocery orders in August versus the previous year. In addition, the share of supermarket and hard discount MAUs that also placed an eGrocery order with a mass retailer in August rose sharply compared to last year, and the share of those MAUs who cross-shopped with Walmart, specifically, reached a new record.
Online grocery order volume per MAU climbed 5.8 percent YOY to reach an average of 2.70 orders. This marks the 12th consecutive month of an increase in the average number of orders versus the prior year. Every receiving method — delivery, pickup and ship-to-home — posted YOY gains in AOV, with delivery having the strongest performance, increasing 10 percent.
August also marks the 10th consecutive month of higher repeat intent rates compared to the prior year. The gains for August were driven by the more established customer segments (those making four or more orders during the prior three months), while the newer and less frequent segments experienced a slight YOY slip in their rates.
“As the U.S. eGrocery market continues to expand at an exceptionally strong pace, a key heads up for grocery operators is the growth of multi-method, multi-channel shopping, including cross-shopping with mass retailers like Walmart,” said David Bishop, partner at Brick Meets Click. “To compete effectively, regional grocers must focus on retaining their newer and less frequent online customers and providing a seamless, multi-faceted digital experience that reinforces loyalty and minimizes reasons to shop with rivals.”
