Delivery leads online grocery sales surge in April 2025

Barrington, Ill. – May 13, 2025 – Robust growth continues for U.S. online grocery sales in April 2025, with total sales reaching $9.8 billion, a 15.2% increase compared to last year and the ninth consecutive month above $9.5 billion, according to the Brick Meets Click Grocery Shopper Survey fielded April 29-30, 2025, and sponsored by Mercatus.

This steady run of positive results, largely fueled by Delivery, highlights how customer preferences are evolving due to a combination of aggressive promotions and the increased availability of services that help shoppers save both time and money.

Delivery led the growth for April, reaching $4.2 billion in sales with a 29.0% year-over-year (YOY) increase and contributing almost three-quarters of the sales lift for the month. Ship-to-Home, which rose 22.1%, contributed $1.9 billion in sales.

In contrast, Pickup sales remained flat compared to a year ago at $3.7 billion as the method continues to face headwinds due to the dramatic rise in demand for Delivery.

“Historically, memberships and subscriptions were considered more effective at building loyalty with regular customers, however, today we see that these programs are also attracting shoppers from rivals as households search for more savings,” said David Bishop, Partner at Brick Meets Click. “Regardless, Walmart+ has become a core component of its strategy as approximately two-thirds of the households ordering groceries online from Walmart during April 2025 were Walmart+ members.”

Mass leads the charge when it comes to attracting new customers, as it continues to expand its MAU base. Household penetration increased from 46% in April 2023 to 50% in April 2025.

Order frequency among Mass MAUs has also increased steadily over the last two years, illustrating how the potential to save more has motivated additional online grocery orders. 

This is particularly true for Walmart. Walmart+ members spent over 40% more than non-Walmart+ members who ordered online from Walmart in April. Increased order frequency accounted for most of the gap between the two customer groups although Walmart+ members also reported higher average order values (AOV).

Loyalty remains a beneficial component of these membership/subscription programs as members are more likely to use a specific service again within the next month. For example, Walmart+ members are nearly 10% more likely to express intent to reuse the same service again compared to Walmart’s eGrocery customers who don’t belong to the program.

“Discounted memberships have put Delivery in the spotlight, but lasting loyalty forms where speed, control, and value meet,” said Mark Fairhurst, Chief Growth Marketing Officer, Mercatus. “Regional grocers who combine fast, free Pickup with a compelling subscription program, data-driven rewards, and timely outreach to lapsed shoppers can turn trial orders into repeat business while protecting margins.”

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About this consumer research
The Brick Meets Click Grocery Shopping Survey is an ongoing independent research initiative created and conducted by the team at Brick Meets Click and sponsored by Mercatus.

Brick Meets Click conducted the most recent survey on April 29-30, 2025, with 1,699 adults, 18 years and older, who participated in the household’s grocery shopping, and a similar survey in April 2024 (n=1,704). Results are adjusted based on internet usage among U.S. adults to account for the non-response bias associated with online surveys. Responses are geographically representative of the U.S. and weighted by age to reflect the national population of adults, 18 years and older, according to the U.S. Census Bureau.

The three receiving methods for online grocery orders are defined as follows:

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

About Brick Meets Click
Brick Meets Click is an analytics and strategic insight firm that connects today’s grocery business with tomorrow’s needs. Our clear thinking and practical solutions help clients make their strategies and customer offers more compelling and relevant in the changing U.S. grocery market. We bring deep industry expertise and fact-based analysis to the challenge of finding new routes to success.

About Mercatus

Mercatus drives digital transformation for retailers through an extensive suite of connected and contextualized commerce solutions. We enhance shopper engagement, tailor experiences to individual preferences, and cultivate enduring loyalty across retail businesses of every size. Our mission is to enable retailers to captivate customers, boost sales, foster retention, and deepen loyalty in a digital world. With our cutting-edge solutions, retailers can streamline operations, enrich customer experiences, and realize substantial growth. Embark on the digital transformation journey and unleash the full potential of your retail business with Mercatus.

Media Inquiries

David Bishop, Partner, Brick Meets Click

847-722-2732, david.bishop@brickmeetsclick.com

www.brickmeetsclick.com