US e-grocery sales hit record $12.7 billion in December, fueled by repeat shoppers

Online grocery shopping in America is alive and well, with e-grocery sales increasing 32 percent year-over-year in December 2025. This translates into a record-breaking $12.7 billion, according to Brick Meets Click.

The government shutdown led to moderate results and a November rebound, the retail data analytics firm reports. This set the stage for a December comeback driven by existing e-grocery customers ordering more often than usual.

Over half of monthly users placed three or more orders in December, and order frequency among monthly active users increased eight percent, marking the 16th consecutive month of growth.

Millennials take the e-grocery lead 

The 30 to 44-year-old cohort led the online grocery trend, ordering an average of 3.2 times a month. This represents a 17 percent year-over-year increase in purchase frequency.

But it’s not only how often they checked out, but also how much they spent. 

The firm reports that the average order value in December rose nearly 11 percent year over year, while home-delivery orders were up 14 percent, helped by Amazon’s expansion of same-day fresh grocery services.

Households earning $200,000 or more led e-grocery spending, nearly doubling their online spending from December 2023 to last year.

In contrast, households earning $50,000 to $99,900 saw their online spending decline slightly from last year.

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