The October Brick Meets Click/Mercatus Grocery Shopping Survey is out, concluding that “the U.S. online grocery market increased by 5.0% versus last year, ending October with $8.2 billion in sales.”
Key points in the survey:
• “Higher average order values (AOVs), especially in Delivery, offset a slowdown in total order volume for the month … The topline average order value (AOV) rose nearly 9% versus last year as spending per order climbed across all three receiving methods. Delivery’s AOV posted a 10% increase, Pickup increased by 6%, and Ship-to-Home increased by 5%.”
• “In addition, there are several signs that U.S. households may be attempting to economize as Mass continued to experience gains in its monthly active user (MAU) base, AOV, and order frequency versus a year ago and the rate of cross-shopping between Grocery and Mass reached a record high 34%.”
• “While the number of households receiving one or more online grocery orders during October was relatively unchanged versus a year ago, Pickup expanded its MAU base by 6%, versus 2% for Delivery, and Ship-to-Home contracted by 6%.”
• “The total number of eGrocery orders placed during October fell by about 3% versus last year, brought down by a drop in Ship-to-Home volume and a more modest dip in Pickup orders. Delivery bucked the downward trend, growing in the month, fueled by stronger volume coming from Mass. Although the number of orders per MAU for Oct. ’23 rebounded from Sept ’23’s post-COVID low, the rate was 3% below last year.”
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