Ill. — U.S. online grocery sales rose 24.9% year over year in August, driven by shoppers placing orders more frequently, according to the latest Brick Meets Click Grocery Shopping Survey
Average order frequency increased by 18% from August 2025, marking the 24th consecutive month of year-over-year gains. Monthly active users increased by 5.4%, while average order value was nearly flat, up just 0.5%.
Sixty percent of U.S. households bought groceries online in August, up more than two percentage points from a year earlier. The share of households that have ever purchased groceries online reached nearly 81%.
Delivery posted the strongest growth among the three fulfillment methods tracked by Brick Meets Click. Delivery accounted for approximately three-quarters of the overall increase in order frequency, while ship-to-home accounted for the remainder. Pickup saw a decline in orders among monthly active users.
Online growth contrasted sharply with the broader grocery market. Total grocery spending, across stores and online channels, increased by just 0.7% year over year in August. Brick Meets Click estimated that in-store sales alone declined by 4.1%.
Consumers are also increasingly spreading their online grocery spending across retailers. In August, 28% of online shoppers who bought from supermarkets or hard discounters also purchased from Walmart, compared with nearly 15% in August 2020.
Amazon cross-shopping has also increased. Nineteen percent of grocery shoppers purchased from Amazon’s online services in August, up from 11% in August 2020. Amazon’s services increasingly include same-day and sub-three-hour fresh grocery delivery.
Brick Meets Click said that rising cross-shopping rates highlight the growing importance of the customer experience across retailers and fulfillment methods as consumers have more choices for buying groceries online.
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