November online grocery sales spiked, marking the second time that such sales topped $12 billion, according to data from Brick Meets Click and Mercatus.
The first time was in September 2025, when they reached $12.5 billion, according to the companies. November also became the fifth consecutive month in which U.S. online grocery sales reached at least $10 billion.
Furthermore, so far in 2025, seven months have recorded online grocery sales of at least $10 billion. The lowest month for such sales in 2025 was May, when they reached $8.7 billion — the only month this year to not reach at least $9.7 billion. Year to date, online grocery sales have reached $115.9 billion, based on Brick Meets Click and Mercatus data.
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, such as Instacart, Shipt or one of 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 increased sales in November, according to Brick Meets Click.
Online grocery sales in November 2025
In November, U.S. online grocery sales reached $12.3 billion, according to Brick Meets Click data.
That’s up by more than $2.5 billion (or more than 28%) compared to November 2024. In each of the past two years, November online grocery sales had fallen short of October’s. November 2025 reversed that trend.
In November 2025, online grocery sales increased at more than double the rate that they did in October. Additionally, November’s online grocery sales grew 6% compared to October’s.
Brick Meets Click attributed November’s online grocery sales growth to higher order frequency, users selecting multiple receiving methods, as well as higher spending rates. Brick Meets Click defines order frequency as the average number of orders that monthly active users (MAUs) complete. It also found that order frequency has increased year over year for 15 straight months. In November, it increased 12% as MAUs placed an average of 2.8 orders each.
Brick Meets Click found that the number of MAUs who completed at least three online grocery orders in the month set a record high. It said almost half of MAUs fell into that category but didn’t specify further. However, it did not observe that order frequency increased among all the age groups it tracks. Among those 30 to 44 years old, order frequency increased 20% year over year and completed an average of 3.1 online grocery orders in November.
In addition, Brick Meets Click noted that the share of MAUs that used at least two of the receiving methods “rose rapidly” in November.
How the largest online grocery retailers are competing
The average order value (AOV) in the month increased 11% year over year. Among the three receiving methods, Ship-to-Home saw the largest year-over-year growth at 12%. Brick Meets Click attributed that, in part, to Amazon’s expansion of same-day grocery delivery.
Amazon and its competitors in the online grocery space — Walmart, Kroger, Albertsons and Aldi — each have improved their delivery time and capacity in recent months. In addition to improvements in the retailers’ own fulfillment networks, Kroger, Albertsons and Aldi are also partnering with third-party delivery platforms such as Instacart, DoorDash and Uber Eats.
While Ship-to-Home had the largest AOV growth rate, Pickup increased at nearly the same rate: 11%. The Delivery segment’s AOV grew 8%.
“Today’s grocers face a very competitive environment marked by fundamental changes in shopping behavior,” Bishop said. “The online grocery customer pool continues to expand, order frequency has steadily grown for over a year, and spending remains resilient which shows that eGrocery is evolving from just a convenient option to the preferred way to get groceries for many.”
Click here to read last month’s update on online grocery sales.
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