U.S. online grocery sales surged 29 percent year over year to $12.3 billion in November, driven by higher order frequency and a record share of users placing three or more orders during the month, according to the Brick Meets Click Grocery Shopper Survey, sponsored by Mercatus.
Online grocery’s share of total weekly grocery spending climbed to 17.1 percent, up 340 basis points from 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 $100,000 or more annually.
“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 e-grocery has accelerated each November since 2022.”
Order frequency hits new highs
Order frequency climbed year over year for the 15th consecutive month, increasing 12 percent versus last year. Monthly active users completed an average of 2.8 orders during November.
Nearly half of monthly active users completed three or more orders during the month, setting a record high. While all age groups reported gains in order frequency, the core user group of 30- to 44-year-old households posted the strongest increase, surging more than 20 percent versus last year and completing 3.1 orders on average.
Multi-method shopping expands
The share of monthly active users receiving orders via two or all three methods – delivery, pickup and ship-to-home – rose rapidly in November. The share relying on only one method finished at one of its lowest levels since tracking began.
While the overall monthly active user base expanded in the mid-single digits, shifts in shopping behaviors enabled each receiving method to experience double-digit gains in its specific user base.
Average order value climbs
The average value for online grocery orders climbed 11 percent in November compared to last year. Ship-to-home posted the strongest year-over-year gains at 12 percent, aided by the continued rollout of Amazon’s same-day fresh grocery service. Pickup posted gains of 11 percent, and delivery trailed with an 8 percent lift.
For key formats, mass reported stronger spending gains than supermarkets when measuring delivery and pickup orders combined.
“Today’s grocers face a very competitive environment marked by fundamental changes in shopping behavior,” Bishop said.
“The online grocery customer pool continues to expand, order frequency has steadily grown for over a year, and spending remains resilient which shows that e-grocery is evolving from just a convenient option to the preferred way to get groceries for many.”
About this consumer research
The Brick Meets Click Grocery Shopping Survey is an ongoing independent research initiative created and conducted by the team at Brick Meets Click and sponsored by Mercatus.
Brick Meets Click conducted the most recent survey on Nov. 28-30 with 1,490 adults 18 years and older who participated in the household’s grocery shopping, and a similar survey in November 2024.
Results are adjusted based on internet usage among U.S. adults to account for the non-response bias associated with online surveys.
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