U.S. online grocery sales have sustained more than 20 percent year‑over‑year growth for six consecutive quarters through the first quarter of 2026, driven by ultra‑fast delivery and sub‑same‑day ship‑to‑home of fresh groceries, according to the ongoing Brick Meets Click Grocery Shopper Survey.
Online’s share of total grocery spending has climbed from less than 15 percent at the end of the third quarter of 2024 to more than 19 percent in the first quarter of 2026.
Two distinct fulfillment innovations – ultra‑fast delivery and sub‑same‑day ship‑to‑home – are attracting a greater share of grocery spending online and eroding the need for quick trips to physical stores. Delivery and ship‑to‑home are growing nearly three times as fast as pickup. In the first quarter of 2026, same‑day eGrocery orders accounted for nearly 80 percent of delivery orders and over 30 percent of ship‑to‑home orders. Ultra‑fast fulfillment (within one hour or less) made up 18 percent of all delivery orders and 10 percent of ship‑to‑home orders.
Walmart and Amazon have capitalized on these shifts to expand their dominant positions. Walmart is now approaching a 40 percent share of total U.S. eGrocery sales, propelled by delivery orders received within one hour of checkout. Amazon captured its share gains by expanding fresh grocery availability within its same‑day fulfillment network, introducing sub‑same‑day options with even faster cycle times.
“Given this competitive activity, the big question for traditional grocers – and especially regionals – is how they will accelerate growth and remain relevant while protecting profit margins and the customer experience,” said David Bishop, partner at Brick Meets Click.
To help answer that question, the firm has integrated growth opportunity mapping into this year’s eGrocery performance benchmarking initiative, which is open to qualifying regional grocers who operate a first‑party e-commerce site or mobile app. Participating banners will remain anonymous and receive tailored recommendations based on performance gaps against top‑performing peers, plus assessments of customer acquisition, basket building and retention. Outputs begin flowing in late August, timed to support annual planning processes.
Methodology
The Brick Meets Click Grocery Shopping Survey is an ongoing independent research initiative that began in March 2020. The monthly survey includes around 1,500 adults (18+) who participate in household grocery shopping. Results are adjusted based on internet usage, geographically representative of the U.S., and weighted by age and income.
About Brick Meets Click
Brick Meets Click is an analytics and strategic insight firm that connects today’s grocery business with tomorrow’s needs, providing clear thinking and practical solutions for the changing U.S. grocery market.