A recent report by analytics and advisory firm Brick Meets Click found that eGrocery sales reached an all-time high in December 2025, with 32% growth compared to December 2024. It also highlighted many other promising signs for online grocery shopping, such as higher order frequencies, larger average order values, and a higher overall share of total grocery spending.
eGrocery Sales Grow 32% Year-Over-Year
The Brick Meets Click report, which was based on a survey of nearly 1,500 American adults who participate in grocery shopping for their families, found that online grocery shopping is becoming much more popular in the USA lately.
In fact, monthly U.S. online grocery sales in December 2025 reached a record-high $12.7 billion, which is up 32% year-over-year (YOY). Not only that, but the online share of total grocery spending reached 19%, which is 430 basis points higher than in December 2024.
The surge wasn’t only driven by new people flocking to the idea of shopping for groceries online, but also by behavioral shifts among online grocery shoppers, both in terms of how much they order and how often they order.
Other Key Insights
In addition to the general growth of the eGrocery industry, the report looked a little closer and identified other key stats and insights. First, it found that order frequency among monthly active users (MAUs) increased for the 16th straight month, and these MAUs completed an average of 2.9 orders during December 2025.
While many people are grocery shopping online more frequently, the 30 to 44-year-old demographic is leading the charge with an average of 3.2 orders during the month.
But in addition to the number of orders growing, so is the size and value of those orders. The average order value (AOV) for eGrocery orders increased by 11% in December 2025 compared to December 2024.
Also, the research shows that many people are comfortable receiving their grocery orders via multiple methods. So instead of being tied to a single method like pick-up, delivery, or ship-to-home, many shoppers are flexible and open to using different options from time to time.
Strategic Outlook for Brands
While the idea of grocery shopping online is still fairly new, these insights show brands in the space that the industry is growing, and more people are opening up to the convenience it provides.
Most people will likely continue to shop in-store for groceries, but if companies can offer optimized, straightforward, and streamlined ways to buy online, more and more customers may begin to make the switch.
However, many mass retailers (such as Amazon, Walmart, Costco, and others) are going to do all they can to dominate the space and take up as much market share as they can.
As a result, smaller and/or regional online grocery retailers need to stand up to these larger chains and retailers by focusing on things like forming a true connection with customers, offering incredible service, providing better prices, offering a simple shopping experience, or selling niche and/or local items to set themselves apart.
