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EMARKETER

US Digital Grocery 2024

On Pace to Become the Largest Ecommerce Category

Report by Blake Droesch  |  Jan 9, 2024
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Report
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Executive Summary
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Table of Contents
Executive Summary
The rise of grocery brings a fundamental shift in the ecommerce landscape
The road to 2026: What’s aiding digital grocery’s long-term growth?
Who are the major players driving digital grocery’s growth?
Sources
Media Gallery
About This Report
Grocery is set to become the largest US ecommerce category by 2026.
Topics
Groceries & Consumer Products (CPG)
US
Table of Contents
Executive Summary
The rise of grocery brings a fundamental shift in the ecommerce landscape
The road to 2026: What’s aiding digital grocery’s long-term growth?
Who are the major players driving digital grocery’s growth?
Sources
Media Gallery

Digital grocery wasn’t just a pandemic-era flash in the pan. Consumers have made a permanent shift to purchasing essential goods online, which will make grocery the largest ecommerce category in the US by 2026.

Key Question: What’s driving digital grocery’s long-term growth?

Grocery Will Become the Largest Ecommerce Category by 2026 (% of US ecommerce sales, 2019-2026)
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Key Stat: Digital grocery sales will account for 19.0% of US ecommerce sales in 2026, surpassing apparel and accessories as the largest ecommerce category.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. The rise of grocery brings a fundamental shift in the ecommerce landscape
  1. The road to 2026: What’s aiding digital grocery’s long-term growth?
  2. Who are the major players driving digital grocery’s growth?
  1. Sources
  2. Media Gallery

Charts in This Report

Grocery Will Become the Largest Ecommerce Category by 2026 (% of US ecommerce sales, 2019-2026)Grocery Is a Massive Retail Category and Still Has Room to Grow in Online Sales (US retail sales and % of total category sales, 2024)
Digital Grocery Sales Will Near 20% of Grocery Sales by 2027 (US grocery retail ecommerce sales, billions, % change, and % of total grocery sales, 2022-2027)Sales Growth Is Primarily Coming From Current Digital Grocery Buyers Spending More (% change in US digital grocery buyers vs. annual spend per digital grocery buyer, 2020-2027)
Nonfood and Nonbeverage Sales Will Continue to Fuel Digital Grocery Growth in 2024 (% change in US ecommerce sales, 2022-2027)Click and Collect Continues to Drive Digital Grocery's Sales Growth (% change in US digital grocery sales, 2021-2027)
Amazon's Digital Grocery Sales Growth Can't Keep Up With Walmart and Instacart (US digital grocery sales, billions, 2018-2024)An Increasing Majority of Digital Grocery Sales Will Occur Directly on Retail Sites and Apps (% of US digital grocery sales, 2019-2026)

authors

Blake Droesch

Contributors

Matteo Ceurvels
Senior Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Brian Lau
Forecasting Analyst
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