BRICK MEETS CLICK - NOVEMBER UPDATE


U.S. eGrocery Sales Surge 29% YOY to $12.3 Billion in November 2025


Online share of total grocery spending jumps to 17% with sales growth fueled by climbing order frequency and a record high number of users placing 3 or more orders during the month.


Barrington, Ill. – December 9, 2025 – 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. eGrocery’s strong performance in November 2025 was driven mainly by higher order frequency, increased use of multiple receiving methods, and higher spending rates, which helped eGrocery account for a larger share of total grocery spending compared to last year.


“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,” said David Bishop, Partner at Brick Meets Click. “The overall growth rate for eGrocery has accelerated each November since 2022.”


Order frequency, which measures the average number of orders completed by monthly active users (MAUs), climbed YOY for the 15th consecutive month, increasing 12% versus 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-year-old HHs) posted the strongest increase, surging over 20% versus last year and completing 3.1 orders on average during the month.


The share of MAUs that chose to receive eGrocery orders via two or all three receiving methods (Delivery, Pickup, and/or Ship-to-Home) rose rapidly in November 2025, as the share relying on only one method finished at one of its lowest levels since tracking began. So, while the overall eGrocery MAU base expanded in the mid-single digits during the month, shifts in shopping behaviors enabled each method to experience double-digit gains in its specific MAU base.


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