Xin Ou
Research expert covering Greater China
Online grocery shopping in the United States - statistics & facts
With the e-commerce sector constantly advancing and developing across all industries, online grocery retail has become a go-to channel to buy foodstuff for a growing number of households across the United States. Grocery delivery e-commerce revenue in the country is expected to surpass the 455 billion dollar threshold by 2029. The online grocery customer base counts roughly 138 million shoppers, a significant portion of the country’s population, and is forecast to grow further in the upcoming years.
However, even while many shoppers find imperfections with online grocery shopping and prefer to shop in person, grocery shopping done online remains a popular option, especially when a grocery list has been procured. In 2024, over 40 percent of U.S. grocery shoppers from ages 22 to 44 shopped for groceries online after finding inspiration for a recipe, and 25 percent of Gen Z shoppers reported it as their favorite category to buy online.
The most established grocery retailers
Several large brands make up the leading companies in the U.S. online grocery market. Brands known by nearly every American such as Walmart, HelloFresh, Kroger, and Amazon are generating the highest net sales in the segment each year. While Amazon continues to hold steady in the online grocery industry, Walmart takes the number one spot in both sales and brand awareness, with over nine in ten U.S. online grocery shoppers being aware of the grocery provider. DoorDash, which provides both food and grocery delivery options, ranked second.How do U.S. shoppers buy groceries online?
When asked what improvements would enhance their online grocery shopping experience, personalized deal recommendations was a popular response among U.S. shoppers. A select share of shoppers also reported to wanting more convenient pickup and delivery options. Along with improvements, there are several deterrents to online grocery shopping for retailers to consider. Up to four in ten U.S. shoppers reported that the selection of produce was their biggest pain point when it came to e-grocery shopping, while another three in ten reported the inability to find what they are looking for as their primary grievance.However, even while many shoppers find imperfections with online grocery shopping and prefer to shop in person, grocery shopping done online remains a popular option, especially when a grocery list has been procured. In 2024, over 40 percent of U.S. grocery shoppers from ages 22 to 44 shopped for groceries online after finding inspiration for a recipe, and 25 percent of Gen Z shoppers reported it as their favorite category to buy online.
