BRICK MEETS CLICK - JANUARY UPDATE
January 2025 eGrocery Sales Jump 17% Versus Year Ago to $10.0 Billion
Results show continued growth across all online segments, with Delivery leading the way
Barrington, Ill. – February 11, 2025 – The U.S. online grocery market finished January 2025 with $10.0 billion in monthly sales, a 16.6% increase over January 2024 as all three fulfillment methods posted year-over-year (YOY) sales gains according to the Brick Meets Click Grocery Shopper Survey fielded January 30-31, 2025, sponsored by Mercatus. January marked the 6th consecutive month of eGrocery sales above $9.5 billion, fueled in large part by the broad and deep discounts on membership and/or subscription programs.
Delivery’s YOY growth in January accelerated even faster than the prior month, surging approximately 37% to $4.1 billion, as it continued to benefit from the various promotional discounts on memberships and subscriptions that have continued since mid-2024. Delivery posted an exceptionally strong expansion in its monthly active user base (MAUs), strong gains in order frequency, and a nominal increase in average order values (AOVs). This momentum helped Delivery capture 610 basis points (bps) of sales share versus a year ago, to finish January with 41% eGrocery sales.
“It’s important to call out that much of Delivery’s explosive growth is driven by Mass and specifically Walmart,” said David Bishop, partner at Brick Meets Click. “The ongoing waves of promotional tactics are having the intended positive impact on frequency and spend, and they are also increasing retention and share of wallet, which will
make growth for their rivals more challenging going forward.”
Pickup’s positive YOY growth was muted compared to Delivery’s surge. Pickup sales climbed 4% versus last year to $4.2 billion, driven entirely by stronger AOVs, which offset a contracted MAU base and a drop in order frequency. The headwinds facing Pickup are due largely to the impact of the promotional efforts that are driving demand towards Delivery. This has led Pickup to cede 500 bps of sales share on a YOY basis to end January with 42% of eGrocery sales, just slightly ahead of Delivery.
Ship-to-Home sales jumped 9% in January compared to last year to $1.6 billion. Strong expansion of its MAU base and increased order frequency fueled the gains despite a YOY decline in AOV. Ship-to-Home continues to benefit to some degree from a suboptimal in-store shopping experience related to certain general merchandise and health & beauty care products being locked up to prevent theft. However, like Pickup, Ship-to-Home’s lagging rate of growth versus Delivery caused it to lose 110 bps of sales share compared to last year, ending January with 16% of all eGrocery sales.
Grocery operators, which include both Supermarkets and Hard Discounters, continue to face stiff competition from Mass rivals and specifically Walmart as it leverages Delivery and its Walmart+ membership program to gain market share. In terms of household monthly penetration, the Mass format has consistently served approximately half of all the MAUs during each January since 2022, whereas Supermarkets have served one third of MAUs and Hard Discount under 5% of MAUs.
WHAT’S IN STORE | 2025
© 2025 International Dairy Deli Bakery Association
The January Marketplace
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