U.S. eGrocery Sales Hit Record High in August 2025: What You Need to Know

U.S. online grocery sales reached a new monthly record in August 2025, climbing to $11.2 billion and marking a nearly 14% year-over-year (YOY) increase. This growth was fueled by more households shopping online, higher order frequency, and bigger average order values (AOVs).

The latest Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus, highlights key trends for grocery retail executives to consider.

Key Takeaways for Grocery Retailers

1. Delivery and Ship-to-Home are driving growth

While overall eGrocery sales are up, performance was mixed across different fulfillment methods in August.

• Delivery was a major growth driver with sales jumping 30% YOY. This was driven by an 11% increase in its monthly active user (MAU) base and significant gains in AOV. Delivery also captured a larger share of the market, accounting for 45% of total eGrocery sales in August, an increase of six percentage points versus last year.
• Ship-to-Home saw strong growth as well, with sales up 19% YOY. This growth was supported by gains in MAUs, order frequency, and AOV. The method has now gained sales share for two consecutive years, thanks in part to Amazon's expansion of its same-day fresh grocery offering.
• Pickup was the only method to see a decline, with monthly sales contracting by 4% YOY. This drop was attributed to YOY declines in order frequency and spending.

2. Shoppers Are Using Multiple Methods

The overall eGrocery MAU base grew by 1% in August, largely due to the re-engagement of infrequent or lapsed customers. A notable trend is the decline in the number of shoppers using only one fulfillment method. More households are using a combination of two or three methods for receiving their eGrocery orders compared to last year.

Additionally, cross-shopping with mass retailers, particularly Walmart, is at an all-time high among Supermarket and Hard Discount online shoppers. This signals that customers are looking for a variety of options and are not tied to just one retailer.

3. Customers Are Ordering More and Spending More

Online grocery order volume per MAU increased by 5.8% YOY, averaging 2.70 orders per month. This marks the twelfth consecutive month of an increase in the average number of orders. All fulfillment methods—Delivery, Pickup, and Ship-to-Home—saw YOY gains in AOV, with Delivery leading the way with a 10% increase. ‍

A Call to Action for Grocery Operators‍

As the U.S. eGrocery market surges, multi-method, multi-channel shopping is on the rise, including cross-shopping with mass retailers like Walmart. To stay competitive, regional grocers should focus on a few key areas:

• Retain your newest and less frequent online customers. The gains in repeat-intent rates for August were driven by established customers, while newer and less frequent segments showed a slight slip.
• Provide a seamless, multi-faceted digital experience. Offering a great user experience can help build loyalty and minimize reasons for customers to shop with rivals.

These trends show that consumer habits are reshaping how people buy groceries. By adapting to these changes, grocery retailers can better serve their customers and drive future growth.

Empower your organization

For information about subscribing to the full August 2025 report, visit the eGrocery Monthly Sales report page

About this consumer research

The Brick Meets Click Grocery Shopping Survey is an ongoing independent research initiative created and conducted by the team at Brick Meets Click and sponsored by Mercatus.

Brick Meets Click conducted the most recent survey on August 29-31, 2025, with 1,513 adults, 18 years and older, who participated in the household’s grocery shopping, and a similar survey in August 2024 (n=1,829). Results are adjusted based on internet usage among U.S. adults to account for the non-response bias associated with online surveys. Responses are geographically representative of the U.S. and weighted by age and income to reflect the national population of adults, 18 years and older, according to the U.S. Census Bureau.

The three receiving methods for online grocery orders are defined as follows:

• Delivery includes orders received from a first- or third-party provider like Instacart, Shipt or the retailer's own employees.
• Pickup includes orders that are received by customers either inside or outside a store or at a designated location/locker.
• Ship-to-Home includes orders that are received via common or contract carriers like FedEx, UPS, USPS, etc.