June 2025 U.S. eGrocery Sales Total $9.8 Billion, up 28% versus Last Year

The U.S. eGrocery market continues its robust growth trajectory, with June 2025 sales surging by 27.6% YOY to reach an impressive $9.8 billion. This sustained boom, highlighted by the Brick Meets Click Grocery Shopper Survey, fielded June 29-30, 2025, and sponsored by Mercatus, shows an important shift in how consumers are purchasing their groceries.

Key Takeaways from June 2025 eGrocery Performance

Delivery Momentum Continues

• Delivery sales hit $3.8 billion in June, growing by 29% YOY. Strong increase in monthly active users (MAU), higher order frequency, and increased average order value (AOV) drove the sales gains.

Pickup and Ship-to-Home See Strong Gains

• Pickup sales jumped by nearly 25% to $4.3 billion, driven by solid increases in MAU, order frequency, and average order value (AOV).

• Ship-to-Home saw the most significant surge, up nearly 33% to $1.7 billion, with its MAU base expanding even faster than Delivery's and AOVs spiking up as well.

The "Free Delivery" Factor and Its Impact

June’s strong results signal that this sustained surge in eGrocery sales, particularly in Delivery, is likely to continue because Delivery is now effectively “free” for many users. Reducing these fees addresses a historical barrier to eGrocery delivery service adoption.

In-Store Sales Face Headwinds

While online grocery sales are booming, in-store grocery sales experienced a decline in June 2025. Several factors attributed to the decline of in-store sales, including the surge in online grocery sales and a noticeable shift in where households are primarily purchasing their groceries.

The Grocery Retail Landscape is Reshaping

On-going monitoring of shoppers’ grocery buying behavior shows a continuing shift to value formats.

• Walmart's Expanding Footprint: The share of households identifying Walmart as their primary grocery store increased by almost a full percentage point in June versus last year.
• Hard Discounters Gaining Ground: Retailers like Aldi (Hard Discounters) saw an increase of nearly one and a half percentage points compared to a year ago.
• Supermarkets Losing Share: Conversely, Supermarkets lost over two percentage points in terms of primary grocery store share over that same period.

Escalating Online Competition for Supermarkets

Supermarkets are facing intensified competition from Walmart for online grocery sales.

• A striking statistic reveals that one in four households ordering online from a Supermarket service also placed an online grocery order with Walmart in June 2025, a 400-basis point increase year-over-year.
• This cross-shopping trend between Supermarkets and Walmart has consistently risen every June since 2020.

A Wake-Up Call for Regional Grocers

The evolving landscape presents both opportunities and challenges.

• While "Grocery" retailers (including Supermarkets and Hard Discount) have made strides in improving repeat intent among their monthly active users for both Delivery and Pickup, Mass retailers like Walmart still hold a significant advantage in Delivery.
• In addition, the Walmart+ program helps to attract new online grocery customers who primarily shop in-store at Grocery banners.

Mark Fairhurst, Chief Growth Marketing Officer at Mercatus, offers a strong call to action for regional grocers: "If you’re a regional grocer, these results should be a wake-up call: Take control of your customer data and put it to work to stay competitive". Fairhurst emphasizes the urgent need to defend customer bases across all channels by owning the relationship at every touch point and building smarter, more connected experiences to drive growth and remain relevant.

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The June 2025 eGrocery Sales Report illuminates a dynamic and competitive market. For grocery retailers, understanding these shifts and adapting strategies to meet evolving consumer behaviors will be crucial for sustained success.