US Online Grocery Survey 2025: Full-Basket Orders Increase as Delivery Retains Its Dominance

Published – June 2025

As online grocery shopping has become the norm for many consumers, retailers must treat e-commerce as a primary channel, delivering a seamless, full-basket experience and finding sustainable ways to offset the high costs of delivery without alienating value-conscious shoppers.

In our eighth annual US online grocery survey, we explore the purchasing patterns of online grocery shoppers, including their product choices, preferred retailers and fulfillment preferences. The basis of this report is our survey of 2,004 US consumers conducted in April 2025. The consistency of many of our survey questions enables us to build up trend data from our first survey, which we first ran in 2018.​

Proprietary survey data in this research report include:

• Proportions of US shoppers who have bought and expect to buy groceries online, 2018–2025
• Proportion of all grocery shopping done online by online grocery shoppers, 2018–2025
• Most popular online grocery retailers, 2023–2025
• Categories that online grocery shoppers have purchased, 2023–2025
• Grocery shoppers’ reasons for planning to shop online in the coming year

Executive Summary

Introduction

An Overview of Online Grocery Shopping

• A Marginal Dip in Online Grocery Shopping for 2025
• Older Millennials and High-Income Shoppers Are Key Demographics for Online Grocery Shopping

Top Three Survey Findings

1. Strong Growth in Full-Basket Online Shoppers
2. Non-Traditional Grocers Lead in Online Grocery
3. Market Advancing Toward Delivery as Default Fulfillment Method for Online Grocery Purchases

10 Other Survey Findings in Detail

1. Walmart’s Consumer Base Has a High Proportion of Omnichannel Shoppers
2. Household Cleaning Products Are a Core Part of Online Grocery Baskets
3. Amazon in Focus: Amazon Sees a Recovery Among Prime Members; Whole Foods Continues to Lose Ground
4. Amazon in Focus: Both Amazon Prime and Walmart+ Members Prefer to Shop Online at Walmart
5. Order Fulfillment: Scheduled Deliveries Take Precedence Over Quick Deliveries
6. Order Fulfillment: Walmart Express Leads in the Rapid-Delivery Space
7. Convenience Is a Main Driver for Consumers Shopping for Groceries Online
8. Tangible and Experiential Elements of In-Store Shopping Prevents Shoppers from Buying Groceries Online
9. Meal Kits: Healthy Eating and Convenience Are Top Reasons for Subscribing
10. Meal Kits: HelloFresh Leads the Subscription Market

What We Think

• Implications for Retailers
• Retailers That Are Poised to Gain Advantage
• Retailers That Risk Losing Advantage

Survey Methodology

23-page PDF report

Albertsons, Aldi, Alimentation Couche-Tard, Amazon, BJ’s Wholesale Club, Costco Wholesale, Dollar General, Dollar Tree, DoorDash, Grocery Outlet, Instacart, Kroger, Publix, Target, Walmart

All Respondents: Proportions Who Had Bought Groceries Online in the Past 12 Months and Expect to Buy Groceries Online in the Next 12 Months (% of Respondents)

All Respondents: Proportion Who Bought Groceries Online in the Past 12 Months, by Age Group (% of Respondents

All Respondents: Proportion Who Bought Groceries Online in the Past 12 Months, by Household Income (% of Respondents)

Online Grocery Shoppers: Proportion of Total Grocery Shopping Done Online (% of Respondents)

Online Grocery Shoppers: Retailers from Which They Have Bought Groceries Online in the Past 12 Months (% of Respondents)

Online Grocery Shoppers: Whether They Mainly Had Online Grocery

All Respondents: Where They Have Purchased Groceries, Online or In-Store, in the Past 12 Months (% of Respondents)

Orders Delivered or Collected Them in the Past 12 Months (% of Respondents)

Online Grocery Shoppers: Proportion That Had Bought Groceries Online from Amazon or Whole Foods Market in the Past 12 Months, by Prime Membership (% of Respondents)

Online Grocery Shoppers with Prime Membership: Retailers from Which They Have Bought Groceries Online in the Past 12 Months (% of Respondents)

Online Grocery Shoppers with Walmart+ Membership: Retailers from Which They Have Bought Groceries Online in the Past 12 Months (% of Respondents)

Online Grocery Shoppers: Delivery/Collection Service They Had Used in the Past 12 Months (% of Respondents)

Rapid-Delivery Users: Rapid Delivery Service They Had Used for Online Grocery Purchases in the Past 12 Months (% of Respondents)

Respondents Who Expect To Buy Groceries Online in the Next 12 Months: Reasons for Buying Online vs. at a Physical Store (% of Respondents)

Shoppers Who Do Not Expect to Buy Groceries Online in the Next 12 Months: Reasons Why They Do Not Expect to Buy Groceries Online in the Next 12 Months (% of Respondents)

Meal-Kit Subscribers: Top Reasons for Using an Online Meal-Kit Subscription Service (% of Respondents)

Meal-Kit Subscribers: Services Used in the Past 12 Months(% of Respondents)