I really wanted online grocery shopping to work for my busy schedule. It seemed perfect. But every order left me disappointed—meat cuts I’d never select, fruit at the wrong ripeness, substitutions I didn’t want. I missed choosing my own food.
So despite the convenience, I found myself back in the store for the things that mattered. I still order non-food items like cleaning supplies, paper goods, and toiletries online, where quality isn’t a guessing game and convenience really pays off. I’m not alone in this…
Despite growth in overall expenditures, the proportion of respondents who purchased groceries online in the past 12 months fell again this year—from 56.3% in 2024 to 53.6% in 2025.
Let’s dive into the analysis.
Table of Contents
Today’s Grocery Shopping OptionsDemographics of Online Grocery ShoppersAgeGender and FamilyEducation and IncomeRace and GeographyComparing Online vs. In-Store ShoppersOnline Shopping Behavior DiffersImplications for Retailers and MarketersPrioritize Digital Experiences for Younger, Affluent ShoppersContinue Investing in the In-Store ExperienceBridge the Gap with Omnichannel StrategySegment and Tailor Marketing by Shopper Type
Today’s Grocery Shopping Options
Traditional weekly big-box trips to supermarkets remain common, but more consumers are mixing in smaller top-up runs and digital methods. For example, curbside drive-up pickup and home delivery have become mainstream. Many households now blend channels: a family might do a full stock-up in-store and then use an app for a mid-week refill. The result is a truly omnichannel market.
About 66% of U.S. consumers report shopping for groceries in a store at least once a week, while more than half have bought groceries online in the past year.
Retailers have responded by adding new services – nearly half of online shoppers now use scheduled home delivery, and curbside pickup has more than doubled in usage since 2022. Convenient fulfillment can even sway shopper choice: over 1 in 10 consumers say the availability of curbside pickup influences which store they visit.
Online grocery is growing. In April 2025, U.S. online grocery sales hit $9.8 billion, up 15.2% from $8.5 billion the year before. Home delivery drives this growth: in April 2025, delivery sales were $4.2 billion (up 29% YOY) versus $3.7 billion for pickup (flat). Industry analysts project this boom will continue.
What was once a niche (occasional online shopping) is approaching mainstream scale.
By 2026 online grocery will account for roughly 19% of all U.S. e-commerce sales.
Demographics of Online Grocery Shoppers
Who is driving this online surge? Nationwide surveys reveal clear demographic patterns among e-grocery users. Source: USDA
Age
Age is a major factor: younger Americans adopt online grocery far more than older ones. About 26% of people aged 15–24 bought groceries online in the past 30 days, compared to just 12% of those 55 and older. The middle cohort, ages 25–54, was at about 24%. In other words, online grocery “penetration” peaks with Millennials and Gen Z and declines with age.
Takeaway: Grocery marketers are reaching younger demographics by investing in mobile-first platforms, personalized app experiences, and exclusive digital offers that align with tech-savvy habits and fast-paced lifestyles.
Gender and Family
Gender and family dynamics also matter. A USDA study found that women shop online slightly more than men (22% vs. 16% in a recent month). Households with children under 18 are even more active online: 23% of shoppers with kids bought groceries online last month, versus 18% of those without young kids. This makes intuitive sense—busy parents may value time savings and delivery convenience.
Takeaway: Brands targeting parents often highlight time-saving features, subscription options for essentials like diapers and snacks, and bundling deals for household staples to support recurring, low-effort replenishment.
Education and Income
Education and income shape the picture further. Higher-educated consumers are much more likely to shop online: just 10% of people without a high school diploma did so, rising to 26% among those with advanced degrees. Income correlates similarly—industry surveys note that higher-income shoppers have a stronger propensity to buy groceries online than lower-income ones. One analyst report even identifies “older Millennials and high-income shoppers” as key demographics for e-grocery.
Takeaway: To engage this segment, retailers emphasize premium product selections, curated food experiences, digital-exclusive promotions, and concierge-style customer service that appeals to affluent, educated shoppers.
Race and Geography
Race and geography play smaller roles in online grocery adoption. Non-Hispanic White shoppers were slightly more active online (about 21%) than Hispanic (17%), Black (18%), or other racial groups. Urban vs. rural differences are minimal: roughly 20% of both metro and non-metro households shop online.
Takeaway: While usage is broadly consistent across race and region, grocers aiming for deeper engagement focus on localized inventory, culturally relevant promotions, and flexible fulfillment methods—especially in urban zones where delivery density can support faster service.
Comparing Online vs. In-Store Shoppers
These patterns suggest clear contrasts between the online shopper profile and the typical in-store shopper. In practice, the in-store audience is broader and skews older. For example, consumers 55+ (that’s me!) still mostly buy groceries offline – one survey found 61% of those aged 55–65 made their grocery purchases exclusively in-store (versus only about 4% of 18–45 year-olds). Similarly, less-educated and lower-income households are underrepresented online, so they form a larger share of traditional shoppers.
By contrast, the online shoppers include more of the digitally-savvy segments. Where women constitute about 70–80% of primary grocery shoppers, online channels see a slightly lower female share (roughly in line with the 22% vs. 16% split noted above). Larger households and parents (with multiple children) tilt online, whereas single-people or couples without kids shop more often in person. Some industry reports note that even among multi-channel shoppers, those full basket customers doing all or almost all shopping online have grown from under 6% in 2018 to over 30% by 2025 – a trend driven by busy families and time-strapped professionals.
Online Shopping Behavior Differs
Online orders are typically bigger, with the average online grocery order about $174, well above a typical quick trip in person.
Online buyers also prioritize time-saving and price-saving tools. For instance, 77% say they shop online to save time, and 41% do so to avoid impulse purchases. In contrast, in-store shoppers often value the ability to personally select produce or take advantage of in-store promotions. Not surprisingly, some shoppers cite ability to pick their own items as a reason to stick to stores.
Implications for Retailers and Marketers
The growth of online grocery shopping presents a unique opportunity for retailers and marketers to refine their strategies. But success depends on recognizing the clear differences between who shops online and who shops in-store. While digital convenience is accelerating e-grocery adoption, the physical store still plays a crucial role—especially for certain demographics. Here’s how marketers can respond to the shifting landscape.
Prioritize Digital Experiences for Younger, Affluent Shoppers
Younger, well-off, and digitally-savvy consumers are driving online grocery growth. Mobile apps, personalized promotions, and subscription services like Amazon Prime and Walmart+ cater directly to their expectations. In fact, Walmart+ members spend 40% more on online groceries than non-members. This audience values convenience above all—features like free delivery thresholds, flexible time slots, and frictionless reordering are critical to retention.
Continue Investing in the In-Store Experience
Even as online shopping grows, traditional grocery trips remain important—especially for older adults and price-sensitive shoppers. Nearly two-thirds of U.S. consumers still shop in-store weekly. In response, grocers must ensure that physical locations are clean, well-stocked, and staffed with helpful employees. Promotions, samples, and end-cap deals continue to influence purchase decisions in person. As of 2024, some consumers are even increasing their in-store visits, signaling renewed appreciation for tactile shopping.
Bridge the Gap with Omnichannel Strategy
Today’s shoppers don’t fall neatly into online or offline categories. Many navigate both: browsing deals through apps, ordering staple items online, then stopping in-store for produce or last-minute needs. This fluid behavior demands integrated marketing. Loyalty programs should reward both online and in-store purchases, and consistent pricing across platforms builds trust. Offering options like order online, pay in-store—or vice versa—helps retailers meet customers where they are.
Segment and Tailor Marketing by Shopper Type
The modern grocery shopper is not a monolith. Success comes from segmenting audiences and targeting them with precision. Busy parents respond well to convenience incentives like curbside pickup (BOPIS) promotions or household bundle deals. Older shoppers may be more influenced by community events, personalized coupons, or pharmacist consultations. By mapping tactics to personas, marketers can deepen loyalty across diverse demographics.
The future of grocery shopping isn’t one-size-fits-all—it’s a spectrum. Retailers who align digital innovation with deep customer understanding will be best positioned to grow both online and in-store.
©2025 DK New Media, LLC, All rights reserved | Disclosure
Originally Published on Martech Zone: The Online Grocery Shopper in 2025: A Demographic Deep Dive