US eGrocery Sales Trends with Brick Meets Click – March 2025 Insights

Online Grocery Sales Reach $9.7 Billion in March—a 21% YOY Increase

U.S. online grocery sales hit $9.7 billion in March 2025, up 21% year over year

This marks a record-setting eighth straight month above the $9.5 billion threshold.

It also means that five years after the pandemic reshaped shopping habits, eGrocery has reached a new baseline. Growth is being driven by the resurgence of delivery and the ongoing impact of deeply discounted memberships and subscriptions.

As delivery takes the lead, the challenge for grocers has shifted: How do you drive loyalty, protect margins, and stay competitive in a delivery-dominant market?

Staying ahead starts with the right data and insights.

Get monthly eGrocery trends and regular retail strategies delivered straight to your inbox. Sign up for the Mercatus Grocery Retailer Distribution List today.

➡️ Join Now

Key Takeaways from March 2025 US eGrocery Sales

Here are the biggest headlines from this month’s report:

1. Total U.S. eGrocery sales reached $9.7 billion, up 21% YoY.
2. The share of U.S. households buying groceries online climbed to 57% in March—matching the numbers from March 2020 at the start of the pandemic.
3. Delivery sales surged 30%+ YoY, driven by strong gains in monthly active users. It now accounts for 43% of all online grocery sales, up from 26% in 2019.
4. Pickup holds a 39% share, up from 32% pre-pandemic, supported by promotions from supermarket services.
5. Ship-to-Home now represents just 18%, down from 42% in 2019.

With more shoppers using multiple fulfillment methods each month, these numbers confirm that eGrocery adoption is stronger than ever.

➡️ Download the Full Report

Four Ways to Earn Customer Loyalty

As consumers continue to embrace online grocery, the focus for grocers must shift from initial adoption to keeping customers engaged.

Here are four clear strategies to help grocers in light of the latest data and current trends:

1. Incentivize Customers to Defend Against Tariffs and Inflation

With inflation and tariffs creating pressure on household budgets, shoppers are adjusting their behavior by buying smaller sizes, switching to private labels, and seeking out cashback incentives. 

To stay competitive, grocers should double down on personalized deals that don’t just provide savings, but clearly demonstrate and communicate the value their customers are getting. 

Digital coupons, rewards programs, and cashback offers can go a long way in reinforcing loyalty and encouraging repeat purchases through incentivization.

2. Reduce Fulfillment Friction

In March, more shoppers used multiple fulfillment methods—Delivery, Pickup, and Ship-to-home—within the same month.

With more shoppers becoming flexible with their preferred receiving method, there’s a higher expectation for a seamless experience across the board.

To maintain loyalty and prevent customers from shifting to larger, value-driven competitors, grocers must address common fulfillment pain points:

• Inaccurate substitutions
• Out-of-stocks
• Damaged or missing items
• Delayed or unclear communication

These issues may seem minor, but they have an oversized impact on customer satisfaction. Improving order accuracy, reducing wait times, and eliminating common fulfillment issues can enhance the customer experience and boost satisfaction without the cost of deep discounting.

3. Leverage Loyalty Programs and Memberships

Discounted memberships and subscriptions have played a major role in driving Delivery growth—but its true value lies in customer retention. 

Grocers that offer clear, ongoing benefits—like free fulfillment, exclusive deals, or earned rewards—can turn one-time customers into loyal subscribers. 

These programs also create stickiness by collecting data that can be used to encourage repeat orders and increase purchase frequency and average basket size over time.

4. Invest in Digital Capabilities that Drive Long-term Growth

Market shifts highlighted in this month’s report make one thing clear: grocers need more than transactional platforms—they need digital ecosystems built for long-term success.

Many legacy commerce systems were designed to handle short-term surges during the pandemic. But today’s consumers demand more: seamless omnichannel experiences, personalized interactions, and the flexibility to shop how and when they want.

Outdated platforms create operational bottlenecks and fail to meet rising shopper expectations. To stay competitive, grocers must invest in modern solutions that integrate data, engagement, and commerce—driving smarter customer interactions, stronger loyalty, and sustainable margin growth.

Closing Thoughts

March’s online sales numbers confirm what many grocers have already sensed: eGrocery has entered a new era of sustained volume, shifting fulfillment preferences, and rising customer expectations.

With more U.S. households buying groceries online, the challenge isn’t gaining adoption. It’s keeping customers engaged, informed, and loyal.

Grocers that invest in smarter loyalty strategies, optimize their fulfillment experience, and modernize their digital infrastructure will be best positioned to protect market share and thrive in this next phase of online grocery.

If you have any questions about how to protect and grow your margins based on this new baseline, don’t hesitate to book a strategy session with us. For more data from the Brick Meets Click/Mercatus March 2025 Grocery Shopper Survey, click here to access the full report.