US eGrocery Sales Trends with Brick Meets Click – July 2025 Insights

Online Grocery Sales Reach $10 Billion in July—Up 26% Over Last Year 

U.S. online grocery sales climbed to $10 billion in July 2025, up 26% year-over-year.  

While this growth continues to reflect the rise of deeply discounted membership programs that make delivery feel effectively free, there’s another key factor behind July’s sales. 

A record number of monthly active users (MAUs) bought groceries online in July, up nearly 11% from last year. 

Here’s where things get really interesting. 

The Return of Hiatus Shoppers Is Fueling Growth 

This increase wasn’t driven by a wave of first-time buyers as one might expect, but by infrequent and lapsed customers returning to shop online.  

Most had last made an eGrocery purchase two to three months ago, while others were coming back after an even longer gap.  

But when these other segments are reactivated, they represent a high-potential audience.  

After all, these are customers who are already aware of the convenience of online grocery ordering. They may even be familiar with your specific brand, but haven’t yet built a recent shopping habit. 

With the right engagement, these returning customers can quickly become some of your most valuable shoppers. 

‘Super Users’ Drive Outsized Value 

When we look at the customers delivering the greatest long-term value, one group stands apart: super users. 

These are shoppers who place four or more orders with the same retailer over a three-month period—and in July, this segment made up more than half of all active online grocery shoppers. 

Super users don’t just represent loyal customers. They’re disproportionately valuable: 

• Spending 50% more than less frequent customers 

• Making more trips with larger baskets 

• Showing far stronger repeat intent. 

Once a shopper reaches super-user status, the likelihood they remain a profitable customer for the long haul rises dramatically. 

Turning Hiatus Shoppers into Habitual Customers 

The opportunity for grocers lies in reactivating hiatus shoppers and moving recently reactivated hiatus shoppers into this high-value group.  

The data from this month’s report shows they’re contributing meaningfully to overall eGrocery growth—and even if that hasn’t yet translated directly to your business, it’s clear proof that these shoppers are willing to re-engage and return to online grocery. 

Whether your hiatus customers have already re-engaged or are still on their eGrocery hiatus, the goal is the same: Convert their willingness to shop online into loyalty for your store. 

How DXPro Makes It Possible 

Of course, it’s easy to say, “Just win back high-value shoppers and keep them.”  

It’s much harder to actually do it—until recently. 

DXPro, the new digital experience platform from Mercatus, finally gives grocers the means to identify and target specific customer segments, keep them engaged through highly relevant personalized offers, and move them closer and closer to the super-user tier we mention above. 

One top regional grocer used DXPro to re-engage 65% of targeted at-risk shoppers in just two weeks, grow average basket size by 40%, and protect over $2 million in sales over just six months. 

This proves you don’t need a billion-dollar marketing budget to build the kind of loyalty that mass retailers enjoy. 

You just need the right data, the right strategy, and the right platform to put it into action. 

Here’s how to do it: 

Spot The Tipping Point 

DXPro’s embedded Customer Data Platform (CDP) unifies your first-party data so you can instantly identify both at-risk customers and those right on the edge of re-engaging. 

Segment With Intelligence 

Use this customer data to go beyond basic demographics and group customers by purchase history, fulfillment preferences, and engagement signals.  

This way, you’re always investing in the highest-potential audiences.

Deliver Personalized Engagement

Research shows it can take just one more interaction to push a threshold shopper into the most valuable customer tier.

DXPro automates its timely nudges and delivers relevant offers across email, SMS, and in-app—all based on customer behavior. 

Make It Habitual 

Keep customers coming back with personalized offers and relevant product suggestions backed by data until repeat shopping becomes second nature to them. 

Prove It’s Working & Scale Up 

DXPro’s ROI dashboards connect every campaign to trips, basket size, and repeat intent so you can scale what’s driving growth—across stores and regions. 

The Bottom Line 

July’s numbers show that the customers you need to make online grocery profitable are already in your database, often waiting for a reason to return.  

DXPro helps you find them, win them back, and keep them.

How?  

Smarter engagements that leads to stronger margins and more high-value customers shopping at your stores. 

Download the Brick Meets Click / Mercatus US eGrocery Sales Report for July 2025 to explore the data behind these insights.