The latest Brick Meets Click Grocery Shopper Survey, for July 2025, is out, indicating that U.S. online grocery sales totaled $10.0 billion, up 26 percent from the same month a year ago.
Total grocery spending in July grew 2.7% versus a year ago.
From the survey:
“Record-high household penetration, strong order activity, and solid gains in spending rates contributed to the exceptionally strong growth that helped online capture over 17% of total grocery spending during the month.
“All three receiving methods posted strong monthly results during July. Delivery sales drove more than half of eGrocery monthly gains, jumping 36% on a year-over-year (YOY) basis to finish July 2025 with $4.3 billion. Pickup posted $4.0 billion in monthly sales, growing 24% versus last year and contributing 38% to eGrocery YOY sales growth. Ship-to-Home ended July with $1.6 billion in sales, an increase of 10% compared to July 2024, generating the balance of online’s sales growth this year.
“July 2025 set a record for eGrocery penetration as 81 million, or approximately 61% of U.S. households, bought groceries online during the month, whether the order was shipped, picked up, or delivered. Compared to a year ago, the overall number of MAUs climbed almost 11%, fueled by infrequent and/or lapsed users reengaging with this shopping mode as the total pool of households who have ever bought groceries online inched up just 35 basis points.
“The average number of eGrocery orders completed by MAUs during July grew 6.5% versus 12 months ago. The two middle age groups (30-44 and 45-60) generated the gains as the youngest and oldest groups both reported slight pullbacks in activity. And, while Mass saw order frequency among its MAUs grow in the mid-single digits, Supermarkets saw its order rate decline slightly versus July 2024 – largely due to a strong YOY expansion of its MAU base.
“Although all methods posted gains in their respective average order values (AOV), Delivery was the main driver of the 7% YOY increase in eGrocery’s overall AOV. Delivery’s AOV climbed 8%, Pickup’s AOV grew under 5%, and Ship-to-Home expanded by less than 2%.”
KC’s View:
There seems to be general consensus among the retailers I talk to that e-grocery is headed to 20 percent of total grocery sales.
The only question is how long it takes to get to 25 percent.
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