BRICK MEETS CLICK - MAY UPDATE
May 2025 eGrocery Sales Jump 27% Versus Year Ago to $8.7 Billion
Delivery sales surged again this month as deep discounts on annual membership/subscription plans continue to supercharge the method’s current growth cycle.
Barrington, Ill. – June 10, 2025 – U.S. online grocery sales in May 2025 finished at $8.7 billion, a 27.0% increase compared to last year with Delivery driving nearly all the gains, according to the Brick Meets Click Grocery Shopper Survey fielded May 30-31, 2025, and sponsored by Mercatus. While this marks the first month since August 2024 when total monthly sales have fallen below $9.5 billion, a larger month-over-month decline had been expected based on seasonal patterns seen across eGrocery. Total eGrocery sales for May 2025 fell 12% from April 2025, compared to 16% and 20% for the same months in 2023 and 2024, respectively, due to Delivery’s strong results this year.
Delivery registered a massive sales lift in May 2025, greater than 70% compared to last year, as monthly sales climbed to $3.9 billion. This sales jump was driven by sizable gains in the monthly active user (MAU) base combined with a double-digit jump in order frequency and higher average order values (AOV) compared to last year. Consequently, Delivery’s share of eGrocery sales jumped nearly 13 points YOY to 45.4% in May 2025.
“Delivery’s high growth rate for May is an outlier and reflects the cumulative impact of wave after wave of promotional activity that began fueling stronger sales for
the service method in June 2024,” said David Bishop, Partner, Brick Meets Click. “While these promotions generally appeal to existing customers, Walmart’s effort is also helping the retailer to attract new customers. But, either way, it’s helping to grow Delivery’s user base, order frequency, and AOV.”
Pickup sales fell 3.6% year-over-year (YOY) to $3.2 billion in May 2025. The sales decline happened despite mid- single-digit growth of the method’s MAU base that could not offset a drop in order frequency and slightly lower AOV. As a result, Pickup lost over 11 points of sales share versus last year, finishing with 37.2% in May 2025.
Ship-to-Home appears to benefit indirectly from Delivery’s boom, mainly in Mass, as the method surged 20.7% YOY in May 2025 to $1.5 billion. The ability to buy products from pure-plays at prices on par with physical stores and enjoy free shipping from an expanding range of providers is likely one factor triggering higher demand. Even though the method posted gains in its MAU base coupled with lifts to order frequency and AOV, Ship-to- Home lost 90 basis points (bps) of sales share, ending the month with 17.5%.
As for customers who completed at least one eGrocery order during the month, the overall base of MAUs – which includes all receiving methods and retail formats – expanded more than 10% in May 2025 versus last year, but the expansion was not evenly distributed. Delivery’s specific MAU base grew three times that rate YOY and Walmart saw its MAU base for all three online grocery methods expand about one and one-half times faster than the overall rate.
WHAT’S IN STORE | 2025
© 2025 International Dairy Deli Bakery Association
The May Marketplace
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