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BARRINGTON, Ill. – The U.S. online grocery market continues to experience remarkable year-over-year growth. According to the latest Brick Meets Click/Mercatus Grocery Shopping Survey, total e-grocery sales soared 31% in February 2025 compared to the previous year, reaching $10.3 billion. This momentum highlights the impact of aggressive membership and subscription strategies, which have driven higher order frequency and customer retention.
While total grocery spending rose by less than 5% YOY, e-grocery’s share climbed to nearly 18%, up 370 basis points from February 2024.
Subscription and memberships fuel expansion
For the ninth consecutive period, e-grocery growth has been propelled by deep discounts on annual memberships and subscription programs, which were launched in mid-2024. Retailers have unlocked latent demand by reducing the cost barrier for frequent orders, leading to higher repeat orders and stronger customer loyalty.
Delivery dominates with 45% YOY growth
The fastest-growing e-grocery segment, Delivery surged 45% YOY to $4.5 billion, capturing 44% of total sales. Key drivers include:
- Higher Monthly Active Users (MAUs), especially among seniors (60+) and young adults (18-29).
- Increased order frequency and higher Average Order Values (AOVs).
Pickup sees steady gains
Pickup services posted a 19% increase YOY, reaching $4.1 billion. While AOV growth was a major contributor, Pickup’s share of total sales dipped to 39%, reflecting the rapid acceleration of Delivery services.
Ship-to-home sales grew 29% year over year, reaching $1.8 billion in February. They now account for 17% of total e-grocery sales. Consumers seeking convenience amid in-store security measures, such as locked plexiglass displays, have increasingly turned to this option.
February 2025 episode of US eGrocery Sales Trends, hosted by Mark Fairhurst, Chief Growth Marketing Officer at Mercatus, and featuring David Bishop, Partner at Brick Meets Click.
Supermarkets and Mass retailers posted strong growth across key performance metrics, including MAUs, order frequency, and AOVs. Supermarkets are closing the gap with Mass retailers in repeat intent rates for Delivery and Pickup, reflecting improvements in service quality and customer experience.
Additionally, customer reordering rates within a month hit a post-pandemic high, just 7% below pre-COVID levels—indicating growing confidence in online grocery services.
Retailers must focus on long-term retention beyond initial discounts. According to Mark Fairhurst, Chief Growth Marketing Officer at Mercatus, success depends on:
- Personalized promotions and rewards to boost customer retention.
- Enhanced fulfillment accuracy and speed for better customer satisfaction.
- Seamless digital and in-store integration for an improved omnichannel experience.
