U.S. eGrocery Sales Surge 29% YOY to $12.3 Billion in November 2025

Online share of total grocery spending jumps to 17% with sales growth fueled by climbing order frequency and a record high number of users placing 3 or more orders during the month.

Barrington, Ill. – December 9, 2025 – Monthly U.S.online grocery sales experienced a dramatic acceleration in November, with total sales surging 29% year-over-year (YOY) 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 2025was 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% 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 HHs)posted the strongest increase, surging over 20% versus last year and completing3.1 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% in November 2025compared to last year. Ship-to-Home posted the strongest YOY gains at 12%,aided by the continued rollout of Amazon’s same-day fresh grocery service.Pickup posted solid gains of 11%, and Delivery trailed slightly with an 8% lift versus last year. For key formats, Mass reported stronger spending gains than Supermarkets when measuring Delivery and Pickup orders combined.

Online’s share of weekly grocery spending in November 2025 ended the month at 17.1%, climbing 340 bps versus November 2024. The share expansion was fueled largely by higher spending rates in Large Metro markets, by the 30-44age group, and by households earning $100K or more annually.

"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."

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 November 28-30, 2025, with 1,490 adults, 18 years and older, who participated in the household’s grocery shopping, and a similar survey in November 2024 (n=1,704). 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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