Several factors drive surge to $12.3B in November online grocery sales
U.S. online grocery sales rose month over month and year over year in November 2025.
Total online grocery sales dramatically rose 29% to $12.3 billion in November 2025 from $9.6 billion in November 2024. That figure also represented a 6% increase from $11.6 billion in October 2025.
The monthly Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus, indicates that online grocery’s generally strong performance in November 2025 was driven mainly by higher order frequency, increased use of multiple receiving methods, and higher spending rates.
Order frequency, which measures the average number of orders completed by monthly active users (MAUs), climbed year over year for the 15th consecutive month, increasing 12% from November 2024 with MAUs completing an average of 2.8 orders during November 2025.
The share of MAUs completing three or more orders during the month set a record high, with nearly half of MAUs falling into this high-frequency group. While all age groups reported gains in order frequency, the core user group of 30–44-year-old households posted the strongest increase, rising more than 20% year over year and completing 3.1 orders on average during the month.
The share of MAUs that chose to receive online grocery orders via two or all three receiving methods tracked by the survey (delivery, pickup, and/or ship-to-home) rose rapidly in November 2025, as the share relying on only one method finished at one of its lowest levels since the monthly survey began in March 2020.
The average value for online grocery orders climbed 11% in November 2025 compared to the same period the prior year. Ship-to-home posted the strongest year-over-year gains at 12%, with growth aided by what Brick Meets Click analysts called continued rollout of Amazon’s same-day fresh grocery service.
[READ MORE: Amazon expands same-day grocery delivery nationwide]
Pickup posted an 11% year-over-year gain, while delivery trailed slightly with an 8% lift from the same period in 2024. Online’s share of weekly grocery spending in November 2025 ended the month at 17.1%, climbing 3.4 percentage points from November 2024.
Brick Meets Click analysis indicates that online share expansion was fueled largely by higher spending rates in large metro markets, by the 30-44 age group, and by households earning $100,000 or more annually.
"November 2025 results mark a strong rebound versus the moderate growth reported for October when the U.S. government was shut down during the entire month," said David Bishop, partner at Brick Meets Click. "The overall growth rate for e-grocery has accelerated each November since 2022."
The Brick Meets Click Grocery Shopping Survey is an ongoing independent research initiative created and conducted by Brick Meets Click and sponsored by Mercatus. Brick Meets Click conducted the most recent survey Nov. 28-30, 2025, with 1,490 adults 18 years and older who participated in the household’s grocery shopping, and a similar survey in November 2024.
