
The U.S. online grocery market ended December 2024 with $9.6 billion in monthly sales, an 18.7% increase over last year as all three fulfillment methods posted year-over-year (YOY) sales gains, according to the Brick Meets Click/Mercatus Grocery Shopper Survey.
December marks the fifth straight month of e-grocery sales above $9.5 billion and caps off a year that essentially reflected two periods: before and after the appearance of discounted promotions on subscriptions and/or membership programs.
Key takeaways:
- Overall e-grocery sales during 1H24 were basically flat, posting only a 0.3% gain vs. 1H23. However, during 2H24, e-grocery sales surged 17.7% YOY, driving annual sales up 9.1% vs. 2023.
- Delivery’s growth rate increased from less than 4% in the first half of 2024 to more than 25% in the second half. Ship-to-home’s growth rate also jumped dramatically, increasing from 5% to approximately 20% between the two periods. And, pickup, which declined 4% during the January-June period, posted a nearly 8% gain during the July-December 2024 period.
"Regional grocers looking to boost e-grocery sales should focus on delivering real savings and targeted loyalty perks,” says Mark Fairhurst, chief growth marketing officer at Mercatus. “By leveraging AI-driven personalization and integrated loyalty solutions, grocers can convert occasional shoppers into loyal digital customers, driving repeat orders and larger baskets across both online and in-store channels, to fuel sustained growth.”