U.S. online grocery sales hit a record high in October, up 27.9%

It was learned that on November 13, foreign media reported that according to the latest Brick Meets Click/Mercatus grocery shopper survey, US online grocery sales hit a record high in October, increasing 27.9% to US$10.5 billion, marking the second consecutive month of year-on-year growth of more than 20%.

Data shows that delivery sales in October increased 46% year-on-year to $4.8 billion, a record high for the segment. The monthly active user (MAU) base for delivery grew much faster than pickup or home delivery, up 16% year-on-year, mainly driven by households between the ages of 30 and 60. As the frequency of orders increased, the volume of delivery orders increased 24% from the same period last year, and expanded its share in metropolitan areas for the second consecutive year. In addition, the average order value (AOV) for delivery climbed by more than 15%.

The self-collection business also performed well in October, with sales reaching $4.2 billion, an increase of nearly 20% year-on-year. The number of orders increased by 6% year-on-year, mainly due to higher order frequency. At the same time, the average order value of self-collection orders increased by nearly 13%, driven by changes in mass market demand and order frequency.

Home delivery sales totaled $1.5 billion in October, up a solid 6%. The home delivery monthly active user (MAU) base grew nearly 3%, driven primarily by demand growth among younger consumers (18-29) and older consumers (60+), while coverage of middle-aged users declined slightly. Home delivery AVO grew nearly 12%, with Brick Meets Click noting that this growth was driven by Amazon's strong performance in this area, up nearly 16% year-over-year.

Overall, 54% of U.S. households completed at least one online grocery order in October through delivery, pickup or home delivery, increasing the overall MAU base of online grocery by 1.6% year-over-year. Brick Meets Click said that although the total number of households that have ever purchased groceries online only increased by 0.6%, accounting for nearly 79% of the total number of U.S. households, the difference in MAU growth rates indicates that October's growth mainly came from reactivating mild or lapsed users.

Author ✎ Rayna/

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