Monthly online grocery sales experienced a dramatic acceleration in November, with total sales surging 29 percent year-over-year to finish the month at $12.3 billion, according to the Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus. eGrocery’s strong performance in November 2025 was driven mainly by higher order frequency, increased use of multiple receiving methods, and higher spending rates, which helped eGrocery account for a larger share of total grocery spending compared to last year.  

“November 2025 results mark a strong rebound versus the moderate growth reported for October when the U.S. government was shut down during the entire month,” said David Bishop, Partner at Brick Meets Click. “The overall growth rate for eGrocery has accelerated each November since 2022.”  

Order frequency, which measures the average number of orders completed by monthly active users (MAUs), climbed YOY for the 15th consecutive month, increasing 12 percent versus last year with MAUs completing an average of 2.8 orders during November 2025. The share of MAUs completing three or more orders during the month set a record high, with nearly half of MAUs falling into this high frequency group. While all age groups reported gains in order frequency, the core user group (30–44-year-old) posted the strongest increase, surging over 20 percent versus last year and completing 3.1 orders on average during the month.

The share of MAUs that chose to receive eGrocery orders via two or all three receiving methods (Delivery, Pickup, and/or Ship-to-Home) rose rapidly in November 2025, as the share relying on only one method finished at one of its lowest levels since tracking began. So, while the overall eGrocery MAU base expanded in the mid-single digits during the month, shifts in shopping behaviors enabled each method to experience double-digit gains in its specific MAU base.

The average value for eGrocery orders climbed 11 percent in November 2025 compared to last year. Ship-to-home posted the strongest YOY gains at 12 percent, aided by the continued rollout of Amazon’s same-day fresh grocery service. Pickup posted solid gains of 11 percent, and delivery trailed slightly with an 8 percent lift versus last year. For key formats, mass reported stronger spending gains than supermarkets when measuring delivery and pickup orders combined. 

"Today’s grocers face a very competitive environment marked by fundamental changes in shopping behavior," said Bishop. "The online grocery customer pool continues to expand, order frequency has steadily grown for over a year, and spending remains resilient which shows that eGrocery is evolving from just a convenient option to the preferred way to get groceries for many."