U.S. monthly online grocery sales totaled $11.6 billion in October 2025, a 10.5% increase over the previous year, according to the Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus.
October’s moderate growth rate compared to the 2024 surge was the result of an expanding base of monthly active users (MAUs), tempered by anemic gains in order frequency, and pullback in average order values (AOV).
“The October 2025 results are a reminder that online grocery sales growth is not on autopilot,” says David Bishop, partner, Brick Meets Click. “Customers choose how to receive online grocery purchases based on many factors, including cost and convenience, and the impact of Amazon’s same-day grocery service – which offers customers a lower-cost alternative – is becoming visible.”
Brick Meets Click
Key takeaways:
· The overall base of e-grocery MAUs grew almost 13% year-over-year (YOY) to finish October 2025 with 83.3 million households, surpassing the record high set last month. Most of the MAU growth came from reengaging infrequent users who last bought groceries online 2-3 months ago, but some of the gain came from households that have never shopped online for groceries before, causing the total user pool to expand at its fastest YOY rate since February 2022.
· Order frequency in large metro markets declined vs. last year, limiting overall growth, as MAUs in medium metro, small metro, and rest of market posted strong gains that ranged from 7-15%. By age group, only the 60-plus-year-old households increased e-grocery ordering activity for October 2025 vs. last year; order frequency per MAU declined YOY across all the younger age groups.
· Meanwhile, ship-to-home’s AOV rose approximately 5% during the month compared to last year.
