Online grocery sales top $11 billion in August, led by delivery
The online grocery market capped off a hot summer by surging in August and reaching a new sales high.
According to the latest Brick Meets Click Grocery Shopper survey sponsored by Mercatus, U.S. online grocery sales totaled $11.2 billion in August 2025, climbing nearly 14% year over year to reach a new monthly high. Brick Meets Click noted that the growth, which also increased from $10.0 billion in July, was led by gains in household penetration, order frequency and average order values (AOVs).
Delivery, which drove most of the annual growth for August, saw sales jump 30% compared to the prior year, fueled by a strong expansion of its monthly active user (MAU) base and significant AOV gains. Ship-to-home also saw accelerated growth, with its sales climbing 19% year over year, driven by solid gains with MAUs, order frequency and AOV. In contrast, pickup’s monthly sales shrank, down by 4% compared to last August, which Brick Meets Click says was due to a pullback in order frequency and spending below the rate of price inflation.
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Delivery captured almost six additional percentage points of sales share in August, finishing the month with 45% of total online grocery sales. Ship-to-home gained sales share for the second consecutive year. Meanwhile, pickup decreased more than six percentage points versus August 2024.
The overall MAU base for online grocery expanded by 1% in August 2025. This gain was largely due to the re-engagement of infrequent or lapsed customers and annual penetration gains in the 18-29 and 45-60 age groups, according to Brick Meets Click. Delivery's MAU base reached a record high, rising 11% in August, driven by strong gains in the 18-29 and 30-44 age groups. Pickup’s MAU base expanded in the low single digits while ship-to-home's base showed strong year-over-year gains.
The decline in the share of MAUs using only one receiving method was a notable trend for August 2025, as more households relied on a combination of two or three methods for their online orders in August compared to the previous year. In addition, the share of supermarket and hard discount MAUs that also placed an online grocery order with a mass retailer in August 2025 rose sharply compared to last year, and the share of those MAUs who cross-shopped with Walmart specifically reached a new record.
Online grocery order volume per MAU climbed 5.8% year over year in August 2025 to reach an average of 2.70 orders. This marks the 12th consecutive month of an increase in the average number of orders versus the prior year. Every receiving method posted annual gains in AOV, with delivery having the strongest performance, increasing 10%.
Brick Meets Click says that August 2025 also marked the 10th consecutive month of higher repeat intent rates compared to the prior year. The gains for August were driven by the more established customer segments (those making four or more orders during the prior three months), while the newer and less frequent segments experienced a slight year over year slip in their rates.
“As the U.S. eGrocery market continues to expand at an exceptionally strong pace, a key heads up for grocery operators is the growth of multi-method, multi-channel shopping, including cross-shopping with mass retailers like Walmart,” said David Bishop, partner at Brick Meets Click. “To compete effectively, regional grocers must focus on retaining their newer and less frequent online customers and providing a seamless, multi-faceted digital experience that reinforces loyalty and minimizes reasons to shop with rivals.”
Brick Meets Click conducted its most recent survey on Aug. 29-31, 2025, with 1,513 adults.
