Americans Buy Groceries Online from Amazon

The online grocery market in the U.S. has been expanding in recent years. According to a 2019 Statista survey 43% of Americans purchased food or beverages online in the past 12 months. So, which store brands do Americans prefer for online grocery shopping?

The graphic shows the top 10 store brands, where U.S. consumers ordered groceries, beverages or meal kits online in the past 12 months.

68% of online shoppers in the U.S. order groceries, beverages and meal kits online at Amazon. The other online stores, that made it into the top 10 chosen store brands for online grocery shopping in the U.S., are peapod.com (7%) and freshdirect.com (6%). What do these three stores have in common? They are traditional online stores, where online shoppers can purchase groceries directly – and thus, ecommerceDB provides data for them.

Other business models also exist in the online grocery market, namely subscription models or delivery services. Store brands such as Blue Apron and HelloFresh offer subscriptions, where it’s possible to build your own meal plan and order boxes and kits according to the chosen subscription offer. 19% and 15% of U.S. online shoppers respectively ordered from these store brands in 2019. 13% of people in the U.S. use the services of Instacart, where a customer will be connected with a personal shopper, who purchases and delivers groceries from a customer’s favorite shops. eCommerceDB currently focuses on shops that sell physical goods and don’t have a subscription model – thus, data for these store brands are not provided in our database.

Furthermore, Stop & Shop and Fetch Rewards are also among the top 10 store brands for online grocery shopping. On these websites, shoppers can get coupons and discounts and be redirected to the online stores of their interest. Shipt and Good Eggs aren’t traditional online stores either, they provide grocery delivery, but are still used in the U.S., with 5% and 4% of respondents respectively shopping there.

Some other big players in the U.S. grocery market were not included in the survey and thus do not appear in the graphic, such as Walmart.com.