BARRINGTON, Il. — Online grocery sales in the U.S. soared to $9.8 billion in April, marking a 15.2% year-over-year increase, according to the latest Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus. This marks the ninth consecutive month of sales exceeding $9.5 billion, underscoring the sustained shift toward digital grocery shopping.
The delivery segment saw the sharpest rise, jumping 29% from a year earlier to $4.2 billion, accounting for nearly three-quarters of total sales growth. In contrast, pickup remained flat at $3.7 billion, while ship-to-home orders increased by 22.1% to $1.9 billion.
The report highlights a growing trend: memberships deepen engagement among existing customers and attract new ones. At Walmart, for example, two-thirds of online grocery households were Walmart+ members, who spent over 40% more than non-members in April. Additionally, these members showed a nearly 10% higher likelihood of reusing the service.
“Discounted memberships have put Delivery in the spotlight, but lasting loyalty forms where speed, control, and value meet,” said Mark Fairhurst, Chief Growth Marketing Officer at Mercatus. For regional grocers, his message is simple: “Combine fast, free Pickup with a compelling subscription program, data-driven rewards, and timely outreach to lapsed shoppers and turn trial orders into repeat business while protecting margins.”
Mass retailers, led by Walmart, are capitalizing on this shift. Their household reach grew from 46% in April 2023 to 50% this year, driven by customers’ demand for convenience and savings. This poses both a challenge and an opportunity for regional grocers.
The findings suggest that regional grocers must rethink their egrocery strategies. Experts recommend blending fast, free pickup options with compelling subscriptions, personalized rewards, and targeted outreach to inactive customers to drive loyalty and protect margins.
With the online grocery market continuing to evolve, retailers that invest in seamless digital experiences and strong membership ecosystems are best positioned to thrive.
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About this consumer research
The Brick Meets Click Grocery Shopping Survey is an ongoing independent research initiative created and conducted by the Brick Meets Click team and sponsored by Mercatus.
Brick Meets Click conducted the most recent survey on April 29-30, 2025, with 1,699 adults, 18 years and older, who participated in the household’s grocery shopping, and a similar survey in April 2024 (n=1,704).
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 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 common or contract carriers like FedEx, UPS, USPS, etc.
