Study: Most grocery shoppers purchased both online and in-store in 2025
The omnichannel experience has become integral to consumers’ grocery shopping habits, but online remains the driver of total grocery growth.
A strong majority (93%) of grocery shoppers in 2025 purchased both online and in-store, according to a new report from FMI (Food Industry Association) and NielsenIQ (NIQ). The report reveals that total U.S. online grocery sales will reach $452 billion by 2028, making e-commerce a primary driver of category growth.
In 2025, online sales contributed close to 75% of total grocery dollar growth, while in-store sales remained relatively stable. Despite food purchases remaining primarily store-led, online food sales rose nearly 19% last year.
"E-commerce is poised for extensive growth,” said Jack O’Leary, director of e-commerce strategic insights for NIQ. “With online grocery sales increasing at a projected 11.6% annual rate through 2028 and already accounting for about one-fifth of total grocery spending, success now hinges on how well retailers connect digital and physical experiences into one cohesive journey.”
FMI and NIQ noted that advances in artificial intelligence, including agentic tools that support planning, discovery and low-consideration purchasing, have the potential to further change how consumers shop for groceries. The report recommends that food retailers and suppliers prepare now as these technologies continue to develop.
[READ MORE: Sam’s Club adds one-hour option to Express Delivery]
“As online grocery continues to scale, fulfillment and speed have become critical points of competitive differentiation,” said Doug Baker, VP of industry relations for FMI. “Average delivery times have fallen sharply since 2018 and shoppers increasingly expect same-day or next-day delivery, especially for food. Shoppers place a premium on frictionless execution across the entire shopper journey. From the digital shelf and shoppable content to fulfillment speed and the in-store experience, food retailers that offer seamless, enjoyable experiences will provide shoppers value and build loyalty.”
The full report from FMI and NIQ can be found here.
