Monthly U.S. online grocery sales experienced a dramatic acceleration in November, with total sales surging 29% year-over-year (YOY) to finish the month at $12.3 billion, according to the Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus.
E-grocery’s strong performance in November was driven mainly by higher order frequency, increased use of multiple receiving methods, and higher spending rates.
“November 2025 results mark a strong rebound versus the moderate growth reported for October when the U.S. government was shut down during the entire month,” says David Bishop, partner at Brick Meets Click. “The overall growth rate for e-grocery has accelerated each November since 2022.”
Key takeaways:
· Order frequency climbed YOY for the 15th consecutive month, increasing 12% vs. last year with MAUs completing an average of 2.8 orders during November 2025. The share of MAUs completing three or more orders during the month set a record high, with nearly half of MAUs falling into this high frequency group. While all age groups reported gains in order frequency, the core user group (30–44 years old) posted the strongest increase, surging over 20% vs. last year and completing 3.1 orders on average during the month.
· The share of MAUs that chose to receive e-grocery orders via two or all three receiving methods (delivery, pickup, and/or ship-to-home) rose rapidly in November, as the share relying on only one method finished at one of its lowest levels since tracking began.
· The average value for e-grocery orders climbed 11% in November compared to last year. Ship-to-home posted the strongest YOY gains at 12%, aided by the continued rollout of Amazon’s same-day fresh grocery service. Pickup posted solid gains of 11%, and delivery trailed slightly with an 8% lift vs. last year. For key formats, mass reported stronger spending gains than supermarkets when measuring delivery and pickup orders combined.
· Online’s share of weekly grocery spending in November ended the month at 17.1%, climbing 340 bps vs, November 2024. The share expansion was fueled largely by higher spending rates in large metro markets, by the 30-44 age group and by households earning $100K or more annually.
