The U.S. eGrocery sales surged 31% year over year, reaching $10.3 billion in February 2025. More than 80 million households placed at least one eGrocery order during the month, marking an all-time high, according to the latest Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus.
This marks the seventh consecutive month when eGrocery sales exceeded $9.5 billion and the ninth straight period of positive year-over-year growth. Analysts attribute this momentum to deeply discounted membership and subscription offers encouraging long-term customer retention.
“We are a little more than a half year into eGrocery’s current growth curve, fueled by aggressive offers to lock in customers for at least 12 months,” said David Bishop, partner at Brick Meets Click. “So far, the response from U.S. households reveals a sizable amount of latent demand unlocked by offering discounts designed to help customers save more money on online grocery orders.”
Delivery Leads eGrocery Sales Growth with 45% Surge
Delivery services posted the strongest performance in February, growing over 45% year over year and accounting for $4.5 billion in sales. The increase was primarily driven by a surge in monthly active users (MAUs), particularly within the 60+ demographic, and a resurgence in usage among 18 to 29-year-olds.
Higher order frequency and increased average order values (AOVs) further fueled growth. By month’s end, Delivery accounted for nearly 44% of all eGrocery sales.
Pickup Sees Steady Gains Despite Market Share Dip
Pickup services also reported strong results, climbing 19% from the prior year to approximately $4.1 billion in sales. Growth was driven by higher AOV, expanded MAUs, and increased order frequency.
However, pickup’s growth lagged behind delivery’s, leading to a 400-basis-point decline in its market share. By February’s close, Pickup accounted for just over 39% of all eGrocery sales.
Ship-to-Home Sees 29% Growth Amid Retail Challenges
Ship-to-home services saw a 29% increase in sales, reaching nearly $1.8 billion. The primary driver was a surge in MAUs, which could have influenced ongoing in-store security measures, such as locked plexiglass cases for specific merchandise.
While order frequency and AOV also grew, their gains were more moderate than delivery’s. Ship-to-Home maintained its 17% market share, slipping slightly from the previous year.
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Supermarkets and Mass Retailers See Broad Growth
Both supermarket and mass retail formats saw significant year-over-year gains in MAUs, order frequency, and AOV. Additionally, repeat intent rates—indicating customers’ likelihood of using the same service again—showed notable improvement.
The gap between grocery and mass retailers in repeat intent rates continued to narrow, with grocery stores nearly matching mass in customer retention.
By February, the likelihood of customers reusing the same Grocery or Mass service was just 7% below pre-pandemic levels, setting a post-COVID record.
“Regional grocers are converting first-time shoppers into more loyal customers, as evidenced by rising repeat intent rates, but so is Walmart,” said Mark Fairhurst, Chief Growth Marketing Officer at Mercatus. “While deep discounts have driven a lot of trials, making a good first impression is essential for long-term success. That means providing a seamless shopping experience with personalized offers, efficient order fulfillment, and attractive loyalty rewards.”
eGrocery’s Share of Total Grocery Spending Jumps
As eGrocery sales climbed 31%, overall grocery spending grew by less than 5% year over year. This imbalance propelled online grocery’s share of total grocery spending to nearly 18%, a 370-basis-point increase from February 2024.
The sustained growth in eGrocery sales underscores a shifting consumer preference toward convenience, subscription benefits, and digital shopping experiences. If these trends persist, online grocery may continue expanding its footprint in the broader retail landscape.