Video: eGrocery Insights - May 2025

Welcome to May ‘25 US eGrocery Sales Trends video, hosted by Mark Fairhurst, Chief Growth Marketing Officer at Mercatus, and David Bishop, Partner at Brick Meets Click.

Big trends

Starting with May’s dramatic 10-point YOY shift in sales share from Pickup to Delivery, David explains why this shift isn’t a blip, but rather a reflection of the continued rise of Delivery for receiving eGrocery orders.

This leads Mark and David to discuss some of the forces reshaping fulfillment preferences, including aggressive promotional activity and the critical role of subscription-based programs. 

• David points to Walmart’s dominance in this space, where approximately 90% of their delivery orders are tied to Walmart+, fueling both frequency and retention. 
• For regional grocers, the key question is how to compete in a market where low-fee delivery is quickly becoming a baseline consumer expectation. 

Membership Plans

Next, David offers a clear roadmap for regional grocers which begins with membership plans. He suggests focusing on building a strong 1P ecosystem to protect customer relationships. He also recommends using Pickup fees as part of a bundled value proposition in subscription programs to help retain core shoppers without competing directly on Walmart’s scale. 

Aldi vs. Walmart

Looking at other value formats, Mark and David contrast Walmart’s evolving Delivery service model with Aldi’s no-membership approach, highlighting the strategic decisions that price-focused retailers must now make in response to shifting consumer expectations. 

Pickup Innovation

The video wraps up by focusing on the eGrocery Innovation Gap, calling for Pickup enhancements to match Delivery’s momentum. From enhancing deli integrations to rethinking mobile app strategies, there’s a critical need to reinvigorate Pickup and better complement in-store experiences. 

00:00 - Introduction 

01:25 – Why Walmart Week Changed the Game 

02:13 - Delivery as the New Cost/Convenience Leader 

03:11 – What Regionals Must Do to Stay Competitive 

05:24 – Subscriptions Are the New Loyalty 

06:52 – Walmart’s Retention Strategy in Action 

08:11 – The Lost Sale Fix: Delivery on Delay 

10:51 – Aldi’s Approach: Compete Without Membership? 

12:49 – Walled Gardens vs. 3PL Exposure 

14:43 – Can Regionals Compete with the 3PL Flywheel? 

16:00 – How Delivery Extends Reach Beyond the Store 

18:20 – Innovation eGrocery Gap: Pickup Needs a Reboot