October marked the first time online grocery sales in the U.S. surpassed $10 billion for four consecutive months, according to Brick Meets Click and Mercatus data.

From July onward, U.S. consumers have spent more than $45 billion in online sales, the data shows. And September online grocery sales set a record at $12.5 billion.

Year over year, October 2025 online grocery sales increased 10.5%, or less than half of the growth rate of the same month in 2024 (28.1%). Brick Meets Click attributed that relatively “moderate growth rate” to “an expanding base of monthly active users (MAUs), tempered by anemic gains in order frequency, and pullback in average order values (AOV).”

Brick Meets Click and Mercatus categorize online grocery sales based on three receiving methods:

• Delivery: Includes orders received from a first- or third-party provider like Instacart, Shipt or the retailer’s own employees.
• Pickup: Includes orders received by customers either inside or outside a store or at a designated location/locker.
• Ship-to-home: Includes orders that consumers receive via common or contract carriers like FedEx, UPS, USPS, etc.

All three receiving methods saw increases in their numbers of MAUs during October, according to Brick Meets Click.

Online grocery sales in October 2025

In October, U.S. online grocery sales reached $11.6 billion, according to Brick Meets Click. That’s a 10.5% increase from $10.5 billion in October 2024. That month last year was also the first time online grocery sales reached the $10 billion threshold.

The overall number of MAUs increased about 13% year over year in October 2025. October ended with 83.3 million households, surpassing a record high set in September, according to Brick Meets Click.

Additionally, Brick Meets Click said the average number of online grocery orders that each MAU completed increased in October, marking 14 straight months of growth. However, the growth in October was less than 1% year over year.

Much of that growth came from re-engaging users who had last bought groceries online two or more months ago, its data found. Still, some of the increase also came from households that had never shopped online for groceries before. That causes the total number of MAUs to grow at its fastest year-over-year rate since February 2022, according to Brick Meets Click analysis.

Order frequency lessened in large metropolitan markets compared to October 2024. However, MAUs increased in medium and small metropolitan markets as well as the rest of the market, according to Brick Meets Click. Those three parts of the market each grew online grocery sales between 7% and 15%, Brick Meets Click said. That smaller-market growth comes as Amazon has made a push to expand same-day delivery for fresh groceries. The expansion is part of a larger Amazon initiative to reach more of the U.S. with fast shipping, namely adding same- and next-day delivery to rural areas by the end of 2025.

“The October 2025 results are a reminder that online grocery sales growth is not on autopilot,” said David Bishop, partner at Brick Meets Click, in a statement. “Customers choose how to receive online grocery purchases based on many factors, including cost and convenience, and the impact of Amazon’s same-day grocery service — which offers customers a lower-cost alternative — is becoming visible.”

Click here to read last month’s update on online grocery sales.

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