U.S. eGrocery Total $11.6 Billion in October 2025, up 10.5% versus Year Ago

Second consecutive month of record high monthly active users helped drive growth while eGrocery shopping patterns shift and Ship-to-Home captures more than one-fifth of online sales.

Barrington, Ill. – October 12, 2025 – U.S. monthly online grocery sales totaled $11.6 billion in October 2025, a 10.5% increase over the previous year, according to the Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus.  October’s moderate growth rate compared to the 2024 surge was the result of an expanding base of monthly active users (MAUs), tempered by anemic gains in order frequency, and pullback in average order values (AOV).

The overall base of eGrocery MAUs grew almost 13% year-over-year (YOY) to finish October 2025 with 83.3 million households, surpassing the record high set last month. Most of the MAU growth came from reengaging infrequent users who last bought groceries online two to three months ago, but some of the gain came from households that have never shopped online for groceries before, causing the total user pool to expand at its fastest YOY rate since February 2022. All three receiving methods posted gains in their MAU bases versus last year, and the MAU base for Pickup set a record high record.

The average number of online grocery orders completed per MAU during October climbed for the 14th consecutive month, but the YOY gain was limited and well under 1%. Order frequency in Large Metro markets declined versus last year, limiting overall growth, as MAUs in Medium Metro, Small Metro, and Rest of Market posted strong gains that ranged from 7% to 15%. By age group, only the 60+-year-old households increased eGrocery ordering activity for October 2025 versus last year; order frequency per MAU declined YOY across all the younger age groups.

The combined average order value (AOV) for Delivery and Pickup in October 2025 fell by almost 3% YOY as spending per order at Supermarkets was essentially unchanged compared to a year ago, and spending at Mass posted a mid-single digit drop.  Meanwhile, Ship-to-Home’s AOV rose approximately 5% during the month compared to last year, fortified by increased spending rates with Mass retailers and Amazon’s pure-play segment, which includes Amazon’s same-day fresh grocery service.

Online’s share of weekly grocery spending in October 2025 ended the month at 16.3%, climbing 110 bps versus last year. The share expansion was fueled by higher spending rates in Medium Metro markets as well as predominantly with the youngest age group.

“The October 2025 results are a reminder that online grocery sales growth is not on autopilot,” said David Bishop, Partner, Brick Meets Click. “Customers choose how to receive online grocery purchases based on many factors, including cost and convenience, and the impact of Amazon’s same-day grocery service – which offers customers a lower-cost alternative – is becoming visible.”

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 October 29-31, 2025, with 1,485 adults, 18 years and older, who participated in the household’s grocery shopping, and a similar survey in October 2024 (n=1,847). 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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