February reached the second-highest total ever for online grocery sales in the U.S., according to data from the monthly Brick Meets Click and Mercatus Grocery Shopping Survey.

Additionally, February marked just the third time that online grocery sales reached or exceeded $10 billion. They grew 31% year over year to $10.3 billion, from $7.9 billion.

That follows 16.6% year-over-year growth in January 2025 online grocery sales. Consumers spent more using all three receiving methods Brick Meets Click and Mercatus track.

Furthermore, this marked the seventh consecutive month in which online grocery sales exceeded $9.5 billion, according to Brick Meets Click data. It was also the ninth straight with positive year-over-year growth.

Brick Meets Click and Mercatus define the three receiving methods for online grocery sales as:

• 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.

“We are a little more than a half year into eGrocery’s current growth curve, fueled by aggressive offers to lock in customers for at least 12 months,” said David Bishop, partner at Brick Meets Click, in a statement. “So far, the response from U.S. households reveals a sizable amount of latent demand that has been unlocked by offering discounts designed to help customers save more money on online grocery orders.”

February online grocery sales breakdown

The Delivery segment accounted for the largest share of online grocery sales in February. Its sales grew 45% year over year to record $4.5 billion for the month. That’s up from $3.1 billion the year before. That largely stemmed from an increase in monthly active users (MAUs). Brick Meets Click attributed that increase to expanding users in the 60+ age group and a year-over-year rebound among those ages 18 to 29. The segment also increased in order frequency and average order values (AOVs), as it took a 44% share of February online grocery sales.

Pickup sales grew 19% year over year, to about $4.1 billion in February 2025 from $3.4 billion the year before. Although the Pickup segment’s MAU base and order frequency both grew year over year, Brick Meets Click said higher AOV was the primary sales growth driver. Pickup’s AOV, MAU and order frequency rates all increased at slightly slower paces than Delivery’s, the company said. The segment still took a 39% share of February online grocery sales.

Meanwhile, Ship-to-Home sales grew 29% year over year, to $1.8 billion from $1.4 billion. Like with Delivery, MAU expansion fueled Ship-to-Home’s gains.

That “may have been fueled partly by the current in-store environment where various categories are merchandised behind locked plexiglass doors to prevent theft,” Brick Meets Click said.

Meanwhile, Ship-to-Home order frequency and AOV also increased; like with Pickup, they increased at slower rates than in Delivery. The segment essentially maintained its 17% share of online grocery sales in February.

Supermarkets and Mass Merchants in the online grocery space

Mass Merchant retailers and Supermarkets had a positive February, Brick Meets Click and Mercatus data shows. Both posted year-over-year gains in AOV, MAU and order frequency.

Mass Merchants include Walmart, Target and Costco, which each rank in the largest 10 online retailers within the Top 2000. The database is how Digital Commerce 360 ranks the largest online retailers by annual ecommerce sales.

Grocery (which includes Supermarkets and Hard Discounters) and Mass Merchants both reported improvements in repeat intent rates related to Delivery and Pickup, the companies said. Grocery closed most of its gap with Mass Merchants, they added.

The likelihood of reusing the same Mass Merchant or grocery service again within the next month finished 7% below the pre-COVID-19 rate in February. That set a new post-COCIVD high that surpasses January 2025’s record.

“Regional grocers are converting first-time shoppers into more loyal customers as evidenced by the rising repeat intent rates, but so is Walmart,” said Mark Fairhurst, chief growth marketing officer at Mercatus, in a statement. “While deep discounts have driven a lot of trial, making a good first impression is essential to longer-term success. That means providing a more seamless shopping experience by pairing relevant personalized offers, order fulfillment, and sought-after loyalty rewards to encourage customers to shop online again.”

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

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