Pickup reported very strong gains for February 2025, rising 19% versus last year, to approximately $4.1 billion in sales. Pickup’s MAU base and order frequency rate both grew year-over-year, but the primary driver of sales growth was a higher AOV. However, Brick Meets Clicks says that pickup’s AOV, MAU base, and order frequency all increased at slightly slower paces than delivery’s. Despite the monthly sales gain, pickup’s share of total online grocery sales fell 400 bps versus last year, closing February 2025 with just over 39%.
[READ MORE: Online grocery shopping gets strong feedback; consumers plan to increase spend]
Ship-to-home sales jumped nearly 29% in February versus the prior year as this method posted almost $1.8 billion in sales. Like delivery, ship-to-home’s annual gains were driven by an increase in MAUs, which Brick Meets Click says may have been fueled partly by the current in-store environment where various categories are merchandised behind locked plexiglass doors to prevent theft. While Ship-to-home order frequency and AOV also climbed versus last year, the gains were more muted than those for delivery. Overall, ship-to-home essentially maintained its 17% share position, ceding just 30 bps of share compared to a year ago.
Building on the strong results for each receiving segment, supermarket and mass retailers also had a positive February. Both posted year-over-year gains across the three core drivers of top-line sales: MAUs, order frequency and AOV.
In addition, the grocery (which includes supermarkets and hard discounters) and mass formats reported improvements in repeat intent rates related to delivery and pickup services with grocery closing most of its gap with mass. In fact, Brick Meets Click says the likelihood of reusing the same grocery or mass service again within the next month finished just 7% below the pre-COVID rate in February, setting a new post-COVID high that surpasses the record set in January 2025.
“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. “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.”
Given online grocery’s strong sales growth of 31% compared to overall grocery spending, which rose less than 5% versus February 2024, online’s share of total grocery spending finished at almost 18%, jumping 370 bps versus last year.
Brick Meets Click conducted the most recent survey on Feb. 28 2025, with 1,698 adults, 18 years and older, who participated in the household’s grocery shopping, and a similar survey in February 2024. 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.
https://chainstoreage.com/online-grocery-spending-continues-sales-rise-31-february