Deep Dive 15 minutes Premium

US Online Grocery Survey 2019

Executive Summary

The number of US shoppers buying groceries online, even if only occasionally, is substantial and growing rapidly.

  • Some 36.8% of US consumers bought groceries online in the past year, up from 23.1% in 2018’s survey. We estimate that equates to almost 35 million more consumers buying groceries online between 2018 and 2019.
  • However, shoppers typically buy relatively little online. Fully 72.4% buy only a small proportion of their groceries online while 11.8% buy a lot of their groceries online. Our data suggest new online shoppers could be diluting the proportion of grocery shopping the average shopper does online.
  • Fully 62.5% of all people who bought groceries online in the past year bought them on, keeping Amazon in first place. 
  • Amazon shoppers typically spend less of their grocery budget online than do shoppers using, or — suggesting Amazon grocery shoppers tend to be occasional or small-basket online shoppers.
  • The portion of people buying groceries online who bought from Walmart jumped from 25.5% in 2018 to 37.4% in 2019. also grew shopper numbers substantially: Some 15.7% of online grocery shoppers bought from in the past year, versus just 6.9% in 2018.

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