Americans’ growing confidence in e-grocery shopping opens new opportunities for the fresh produce industry

A shifting consumer mindset is creating major opportunities for the fresh produce industry in digital retail. 

According to a recently published Online Produce Shopping survey by marketing agency Fusion, Americans are fully embracing e-grocery shopping and, unlike years past, feel increasingly confident adding fresh fruit and vegetables to their digital carts.

“Fresh produce has traditionally been one of the harder categories to translate online because shoppers give up some control over selection,” Matt Schraut, Vice President of Analytics and Client Services at Fusion, told FreshFruitPortal.com. “Our research shows consumers are increasingly comfortable making that trade-off.”

Survey data shows that 62 percent of consumers now consider fresh produce as a leading reason to buy groceries online, with 97 percent of them usually including fruits and veggies in their purchase.

Image by Fusion

This tide shift comes hand in hand with a broader expansion of online grocery shopping, which grew 21.5 percent year over year in July 2026, according to Fusion. Furthermore, the segment is projected to expand at a compound annual growth rate of nearly nine percent in the next four years, at which point online purchases are expected to account for 17 percent of total US grocery sales. 

Key growth factors: Trust and convenience

Consumer hesitation around product selection, freshness, and damage risk has historically made fresh produce one of e-commerce’s toughest categories. 

However, consistent positive experiences have shifted this view. According to Fusion, 92 percent of participants stated they are mostly or completely satisfied with the fresh produce received in their online orders. This is driving confidence levels up among American shoppers, which is currently at 65 percent.

“As the experience has improved and online grocery has become more integrated into consumers' routines, fresh produce is moving from a potential barrier to a regular part of the digital grocery basket,” Schraut added.

Another force driving this shift is convenience. Today, consumers are heavily prioritizing approaches to home life that accommodate their busy schedules, with 56 percent of participants saying buying fresh produce online saves them time, while 54 percent find it more convenient than shopping in-store. 

Image by Shutterstock

Furthermore, over 90 percent of shoppers are placing orders via mobile devices, where strong visuals, clear descriptions, and digital merchandising have become vital to sustaining this consumer momentum.

A new era for fresh produce sales in the US 

As confidence and convenience appear as the two major forces behind this shift, the survey emphasizes that the fresh produce industry’s main challenge is to keep this momentum going. 

To do this, practical packaging that keeps fruits and vegetables fresh for longer plays a key role. According to Fusion, this kind of innovation boosts purchasing confidence for 45 percent of respondents, while 43 percent emphasize the need for packaging that protects delicate fruits and vegetables from damage or bruising during transit.

In the same vein, expanding faster delivery models is vital to ensuring optimal product quality upon arrival. Amazon’s expansion of Same-Day Delivery to over 2,300 US cities, where perishables like bananas, avocados, and blueberries top the most-ordered items, is a great example of how rapid fulfillment drives perishables’ growth.

A strong safety net is equally important, with quality assurances and accessible refund policies boosting confidence for 42 percent of online e-shoppers buying produce, according to Fusion.

Image by Fusion Marketing

“Clear guarantees and simple refund policies reduce the risk shoppers feel when someone else is selecting their produce,” the Fusion specialist said. “Those details matter even more online because shoppers can't inspect the product before buying.”

Bridging the gap

In recent years, Asia has seen a staggering rise in online shopping for fresh produce, making digital sales a primary focus for regional retailers and distributors. 

Which begs the question: Is the US consumer about to experience a true revolution in the way they shop for fruit and vegetables? The authors say it’s too soon to tell. 

“Market structure, delivery infrastructure, and consumer behavior differ significantly between the US and Asian markets, so we would be cautious about drawing a direct comparison,” Schraut said.

How far this shift goes remains to be seen. However, the data is clear that something has changed with US consumers, and as long as industry stakeholders keep betting on confidence and convenience, the produce aisle may someday become fully digital. 

*All images are referential | Graphs courtesy of Fusion. 

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