September 2025 U.S. eGrocery Sales Surge to New High, up 31% versus Year Ago

Growth was fueled by the largest base of eGrocery shoppers to date, continued gains in order frequency, and strong spending per order.

Barrington, Ill. – October 14, 2025 – U.S. online grocery sales surged to a new high of $12.5 billion in September 2025, marking a 31% increase over the previous year and the second consecutive month a record was set, according to the Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus. Driven by a record-setting number of monthly active users (MAU), sustained gains in order frequency, and solid increases in average order value (AOV), online spending for September captured its highest share since very early during the pandemic.

The overall base of eGrocery MAUs hit a new high during September 2025, up nearly 13% year-over-year (YOY). The vast majority of the increase came from re-engaging less frequent customers who most recently bought groceries online two to three months prior. All three receiving methods posted gains in their respective MAU bases versus last year, with Delivery setting a new high as well. In addition, all age groups reported more MAUs YOY, with the 60+ group contributing almost half of the YOY gains.

The average number of online orders per MAU during the month climbed 9% versus year ago, marking 13 consecutive months of YOY gains in frequency. This increase was fueled by a jump in the share of MAUs completing three or more online orders during September. Small Metro markets posted the strongest relative gains in frequency, climbing at a rate nearly twice that of the other market types.

The combined AOV for Delivery and Pickup grew by almost 8% YOY. Gains were recorded across Supermarket, Mass, and Dollar, along with larger surges in spending at Hard Discounters and Club. In addition, Ship-to-Home’s AOV finished up by nearly 11% YOY, driven primarily by Amazon’s pure-play services and the firm’s ongoing expansion of same-day fresh grocery.

The share of weekly grocery spending that went online in September 2025 jumped 400 basis points (bps) versus last year, ending the month at nearly 19%. This is the second highest contribution level recorded for eGrocery behind only May 2020. Online growth continues to negatively impact in-store performance. From January through September 2025, in-store sales growth YOY slowed to under 1.5% compared to 3.0% during the comparable period in 2024.

“A sign of the growing challenges facing regional grocers is the sharp increase in the share of Grocery MAUs that also completed at least one eGrocery order with Mass during September versus the two prior years,” said David Bishop, Partner at Brick Meets Click. “The results reveal cross-shopping rates with Walmart continued to expand significantly in 2025, and the rate for Target also increased YOY, even though it remains significantly lower than Walmart.”

To get the complete picture of sales by receiving method, etc., contact a Mercatus team member directly or purchase the full monthly report from Brick Meets Click. For more information, 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 September 28-30, 2025, with 1,493 adults, 18 years and older, who participated in the household’s grocery shopping, and a similar survey in September 2024 (n=1,740). 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 a common carrier or contract courier like FedEx, UPS, USPS, etc.

About Brick Meets Click

Brick Meets Click is an analytics and strategic insight firm that connects today's grocery business with tomorrow's needs. Our clear thinking and practical solutions help clients make their strategies and customer offers more compelling and relevant in the changing U.S. grocery market. We bring deep industry expertise and fact-based analysis to the challenge of finding new routes to success.

About Mercatus

Mercatus drives digital transformation for retailers through an extensive suite of connected and contextualized commerce solutions. We enhance shopper engagement, tailor experiences to individual preferences, and cultivate enduring loyalty across retail businesses of every size. Our mission is to enable retailers to captivate customers, boost sales, foster retention, and deepen loyalty in a digital world. With our cutting-edge solutions, retailers can streamline operations, enrich customer experiences, and realize substantial growth. Embark on the digital transformation journey and unleash the full potential of your retail business with Mercatus.

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