BRICK MEETS CLICK - NOVEMBER UPDATE
November 2024 U.S. eGrocery Total $9.6 Billion, Climbing 18% Versus Year Ago
Significant growth in monthly active users across all segments set a new record high of 77.8 million households, fueling the YOY sales growth.
Barrington, Ill. – December 10, 2024 – The U.S. online grocery market ended November 2024 with $9.6 billion in monthly sales, a 17.8% 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 fielded November 29-30, 2024. The uptick in sales was predominantly powered by strong expansion of the monthly active user (MAU) base as order frequency rates inched up and overall spending per order remained unchanged versus last year.
The overall MAU base, which includes households that used any of the three fulfillment methods during November 2024, surged 15%, the second strongest YOY percentage change since August 2021. The new record of 77.8 million households that bought groceries online in November 2024 broke the previous record high set during April 2020, the first full month of the pandemic. During November, 72% of overall MAUs used only one fulfillment method, up more than 400 basis points (bps) versus 2023.
Delivery sales jumped to $3.9 billion, up 22% compared to a year ago, accounting for 40.6% of all eGrocery sales. An 8% increase in the MAU base and higher order activity led to the surge in sales, while the average order value (AOV) remained flat versus last year. Delivery results for November extend the segment’s strong growth trend that began in June 2024, fueled by the ongoing waves of deep-discounted offers on membership and subscription programs from various
retailers and providers which first started appearing in May.
Pickup posted $3.9 billion in sales, an 8% YOY increase, ending the month with 41.3% of total eGrocery sales. A 9% expansion of Pickup’s MAU base drove order volume gains despite a slight contraction in order frequency. And AOV fell by about 4.5% compared to 2023 due mainly to a pullback among the youngest household group (18–29-year-olds).
Ship-to-Home continued to reclaim lost share after bottoming out during 2022, as sales jumped to $1.7 billion in November, up more than 30% YOY to end the month with 18.1% of online sales. The MAU base for Ship-to-Home expanded at the fastest rate of all three fulfillment methods in November, increasing more than 11%. A slight increase in order frequency, combined with the rapid MAU growth, aided in generating a strong surge in order volume. And, the nearly 12% lift in AOV suggests that other factors, like product mix, may have played a role in November’s results.
“Supermarkets experienced a significant surge in their MAU base, benefiting from widespread and deep discounts on membership and subscription programs offered by both national and regional grocers throughout November,” said David Bishop, Partner at Brick Meets Click. “And, while that’s a positive sign for Supermarkets, the race to retain customers and grow share-of-wallet with them is only intensifying among rivals.”
In contrast, the MAU base for Mass expanded by less than 1% as it lapped an extremely strong user growth in 2023, and it maintains the largest share of MAUs across the formats. Mass reported strong gains in order frequency as its MAUs (including all three methods) completed 9% more orders than last year. However, the combined AOV for Delivery and Pickup for Mass did slide slightly in November while its AOV for Ship-to-Home
WHAT’S IN STORE | 2025
© 2025 International Dairy Deli Bakery Association
The November Marketplace
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