US Online Grocery Sales Hit Record $12.7B in December, Up 32% Year-over-Year

December Online Grocery Sales Hit Record High

Online Grocery Sales Hit Record $12.7B in December

Number represents a 32% jump from the previous year

In January 2026, the latest report from research firms Brick Meets Click and Mercatus revealed that US online grocery sales reached a record $12.7 billion in December 2025. This represents a significant 32% increase compared to the same month last year.

Notably, online grocery's market share reached "19%." This represents a 4.3 percentage point increase compared to December 2024, signaling that an era where approximately one-fifth of grocery purchases occur online has arrived.

Background and Industry Trends

The online grocery market continued its rapid expansion throughout 2025. According to Digital Commerce 360 reporting, 2025 saw monthly sales exceed $10 billion seven times, recording a cumulative annual total of $115.9 billion.

Growth in the second half was particularly pronounced. September recorded $12.5 billion with a 31% year-over-year increase, and November also reached $12.3 billion with a 29% increase according to Brick Meets Click's official announcement. December's $12.7 billion is an extension of this growth trend.

Supporting this growth is a structural change in consumer behavior. Online grocery has evolved from an "emergency alternative" to an "everyday choice." Brick Meets Click's analysis describes this change as "a shift from convenience to preference."

Three Factors Driving Growth

Analyzing December's record sales reveals three clear growth drivers.

Increase in High-Frequency Buyers

Monthly active users (MAU) purchase frequency has reached record highs. November data shows MAUs placing an average of 2.8 orders per month, with approximately 50% of users purchasing three or more times monthly. The 30-44 age group saw purchase frequency increase by more than 20% year-over-year, reaching an average of 3.1 times per month.

Rapid Delivery Expansion

According to Grocery Dive reporting, delivery has grown to account for 45% of online grocery sales. Meanwhile, pickup (store collection) share has declined by an equivalent percentage, indicating a clear consumer preference shift toward "home delivery." Capital One Shopping research predicts that 59.4% of online grocery sales will be delivery-based in 2026.

Expanded Investment from Major Players

Looking at market share, eMarketer's report shows Walmart at 31.6%, Amazon at 22.6%, and Kroger at 8.6%. Walmart achieved a 28% increase in online sales in Q3 2025, with the grocery category serving as the driver. Amazon has also expanded same-day delivery service to over 1,000 cities, with plans to reach 2,300 cities by year-end.

Third-Party Platform Presence

Alongside major retailers strengthening their own channels, third-party platforms like Instacart and DoorDash are also experiencing rapid growth.

Instacart's estimated 2025 sales are $37.4 billion, with projected growth of 11.9% year-over-year. DoorDash also recorded an 18% year-over-year increase in grocery category orders, with CFO Ravi Inukonda stating that "the grocery category will be a major driver of growth and profit over the next several years."

Major supermarket chains including Kroger, Albertsons, and Aldi are advancing partnerships with Instacart, DoorDash, and Uber Eats while building their own delivery capabilities. This strategy secures "last-mile" delivery capability while diversifying investment risk.

Impact and Applications for E-commerce Operators

For food e-commerce operators, US market trends provide important insights for predicting domestic markets 2-3 years ahead.

Immediate Delivery Response Becomes Essential

In an era where consumers consider delivery "standard," delivery speed becomes a critical competitive factor. Building systems that can provide same-day delivery, or even delivery within hours, is required. Partnering with third-party platforms is an effective option for operators without their own delivery networks.

Acquiring High-Frequency Buyers Is Key

As US data shows, high-frequency buyers who purchase three or more times monthly are driving online grocery market growth. Implementing mechanisms that promote repeat purchases—subscription models, loyalty programs, personalized recommendations—is crucial.

Utilizing Multiple Channels

Consumers are increasingly using multiple options including delivery, pickup, and shipping. Rather than limiting to a single receipt method, providing flexible fulfillment options tailored to customer needs leads to improved customer satisfaction and order frequency.

Summary

The US online grocery market recorded its highest-ever sales of $12.7 billion in December 2025, with market share reaching 19%. This growth is not temporary but reflects structural changes in consumer behavior.

According to Grocery Dive's 2026 forecast, online grocery market growth is expected to continue this year. However, growth-suppressing factors also exist, including slowing population growth and reduced consumer purchasing power due to inflation.

Key implications include establishing delivery infrastructure, strengthening engagement for high-frequency buyers, and AI-powered personalization as keys to future growth. It's important to develop your own strategy while monitoring US market trends.