U.S. online grocery sales surged to $12.5 billion in September, a 31% increase over the previous year, according to the latest shopper survey from Brick Meets Click and Mercatus.
A year ago, online grocery sales totaled $9.5 billion, up sharply from the $7.5 billion reported in September 2023. The figures are not adjusted for inflation, which has been higher in many food categories. Even so, the report indicated a record number of monthly active users, along with gains in order frequency and increases in the average order value, the highest since the early days of the pandemic.
Mercatus reports the number of monthly average users during September increased about 13% from a year ago. The majority of the increase came from re-engaging less frequent customers who most recently bought groceries online two to three months prior.
All three receiving methods of online grocery saw more users in September compared to a year ago, and all age groups reported more average users each month, with those 60 and older contributing almost half of the year-over-year gains.
The frequency of online orders per user jumped 9% in September from a year ago, marking 13 consecutive months of annual gains. The report found the biggest increases in order frequency came from users completing three or more online grocery orders during September.
The combined average order value for delivery and pickup increased about 8% in September from a year ago. Gains were recorded across supermarkets, mass retailers and dollar stores. The report also found a surge in spending at hard discounters and in wholesale clubs.
The ship-to-home average order value increased about 11% year over year, driven by Amazon’s ongoing expansion of same-day fresh grocery.
“A sign of the growing challenges facing regional grocers is the sharp increase in the share of Grocery monthly average users that also completed at least one eGrocery order with the mass segment like Walmart during September versus the two prior years,” said David Bishop, partner at Brick Meets Click. “The results reveal cross-shopping rates with Walmart continued to expand significantly in 2025, and the rate for Target also increased from a year ago, even though it remains significantly lower than Walmart.”
The report found online grocery spending comprised about 19% of the total grocery spend in September, up 4% from a year ago. From January to September, in-store sales growth slowed to 1.5% compared to 3% during the same period in 2024. Through the first nine months of 2025, online grocery sales totaled $92 billion, up 23.6% from the same period last year.
Bishop said consumers are taking advantage of Walmart’s faster delivery options. The retail giant said the same omni-channel customers are ordering more often and spending more. The report said more than half of the Walmart customers for online grocery are willing to pay an incremental fee for the faster service, which is part of the reason the e-commerce business at Walmart U.S. is now cash-flow positive.
Walmart reported a 50% annual jump in its online delivery service in its second quarter results, ending July 31. The retail giant said one-third of those deliveries were fulfilled in 3 hours or less. Brick Meets Click data indicates 40% of Walmart’s most recent grocery orders were fulfilled using the express same-day service in three hours or less.
Amazon is now expanding its same-day service of fresh groceries as it leverages its network of upgraded fulfillment centers around the country, adding another layer of competition to U.S. grocery chains, Bishop added.