Online Grocery Market: Key Demographics and Trends

The Booming Online Grocery Market in the US: Trends and Statistics

By Cozy Farm  •   2 minute read

Demographic Of Online Grocery Shopping in The Us

The online grocery market in the United States has experienced tremendous growth in recent years. This blog post will delve into key statistics and trends shaping this market, providing insights into its future trajectory.

US Online Grocery Market Growth

In the United States, online grocery sales have been on a steep upward trajectory. According to eMarketer, online grocery sales grew by 54% in 2020, reaching $95.82 billion. In 2023, this figure kept  growing further, with a compound annual growth rate (CAGR) of 11.7% expected over the next five years, reaching 13.6% of total grocery sales by 2027.


Year Market Value (in billion USD)
2019 62.21
2020 95.82
2023 146.0
2027 (projected) 257.5
US Online Grocery Market Growth

Impact of COVID-19 on Internet Grocery Sales

The COVID-19 pandemic significantly accelerated the growth of online grocery sales. In the US, there was a 230% increase in online grocery sales in April 2020 compared to the same period in 2019. The average order value for online grocery purchases increased by 27% in April 2020 due to stockpiling during the pandemic.


Metric Percentage Increase
Sales Growth (April 2020 vs. April 2019) 230%
Average Order Value Increase 27%

US Online Grocery Shopping Demographics

Online grocery shoppers in the US tend to be more affluent, with 39% of shoppers coming from households with an income of $100,000 or more. Millennials are leading the charge in online grocery shopping, with 60% of US millennials having bought groceries online in the past month.


US Online Grocery Shopping Demographics

Top Retailers in the US E-grocery market

Amazon remains the leading online grocery retailer in the US, holding a 38.4% market share. However, Walmart is also a significant player, with 65% of American consumers having bought groceries from Walmart online. As of Q2 2023, Walmart's share of the US eGrocery market has grown to 36%.


Retailer Market Share
Amazon 38.4%
Walmart 36%
Others 25.6%

Future Projections for the US digital grocery market

The US online food retail market is expected to continue its growth trajectory. By 2027, the market is projected to reach $257.5 billion, reflecting the increasing shift towards online grocery shopping. The most significant growth is anticipated in Pickup services, which are expected to account for more than half of online grocery sales by 2027 (Supermarket News).


The E-grocery market in the US is rapidly evolving, driven by changes in consumer behavior and the lasting impact of the COVID-19 pandemic. As an ecommerce store, Cozy Farm is well-positioned to capitalize on these trends. By understanding the demographics, preferences, and behaviors of online grocery shoppers, we can better serve our customers and continue to grow in this dynamic market.

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