U.S. eGrocery Sales Surge 32% YOY to a Record $12.7 Billion in December 2025

Online share of total grocery spending reaches 19% as order frequency rates continue to climb with more than half of monthly users placing 3 or more orders during December.

Barrington, Ill. – January 22, 2026 – Monthly U.S. online grocery sales accelerated dramatically in December, with total sales surging 32% year-over-year (YOY) to finish the month with a record high $12.7 billion, according to the latest Brick Meets Click Grocery Shopper Survey. This robust performance reflects higher order frequency, spending rates, and a larger user base than December 2024.   

“December set a record high for monthly eGrocery sales, closing out the year with a bang although gains were unevenly distributed across formats and banners,” said David Bishop, Partner at Brick Meets Click. “Structural shifts in shopping behavior drove much of eGrocery’s growth in 2025, and this will create stiffer headwinds in 2026 – especially for regional grocers.” 

Order frequency, which measures the average number of orders completed by monthly active users (MAUs), climbed year-over-year (YOY) for the 16th consecutive month in December, increasing 8% versus last year. MAUs completed an average of 2.9 orders during the month, and more than half of MAUs completed three or more orders, breaking the record set last month. The core 30-44-year-old group posted the biggest increase, jumping 17% versus last year and completing an average of 3.2 orders during the month.

The share of MAUs that chose to receive eGrocery orders via multiple receiving methods (Delivery, Pickup, and/or Ship-to-Home) rose rapidly in December 2025, while the share that used only one method continued to contract. So, while the overall eGrocery MAU base expanded by about 10% during December, each receiving method experienced larger YOY gains in their specific MAU base.

The average order value (AOV) for eGrocery orders across all three fulfillment methods climbed nearly 11% in December 2025 compared to last year. Ship-to-Home posted the strongest gain at 14%, boosted by the continued rollout of Amazon’s same-day fresh grocery service. Pickup and Delivery trailed slightly with each gaining 9%. For Delivery and Pickup (combined), the Mass and Supermarket formats each posted 8% spending gains compared to last year.

Online share of weekly grocery spending in December 2025 was the highest since May 2020, and ended the month at 19.0%, an increase of 430 bps versus December 2024. The share expansion was fueled by higher YOY spending rates across all age groups and market sizes with Medium Metros posting a significant jump due to growth in Delivery. Online share of grocery spending rose for all income levels except the $50-99.9K HHs, which reported a slight pullback versus last year. The $200K+ group (~16% of U.S. HHs) has nearly doubled its online spending since December 2023.

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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. Brick Meets Click conducted the most recent survey on December 30-31, 2025, with 1,488 adults, 18 years and older, who participated in the household’s grocery shopping, and a similar survey in December 2024 (n=1,694). 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.

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