Grocery is the second-largest ecommerce category we track, garnering $220.48 billion in 2025, according to our 鈥淯S Digital Grocery Forecast 2025鈥� report.
Walmart is the top digital grocery retailer, capturing 31.6% of US grocery ecommerce sales in 2025, followed by Amazon (22.6%) and Kroger (8.6%).
Marketplaces play a major role in beauty and clothing, while grocery shoppers rely on in-store visits. Retailers must balance both online and in-store strategies, leveraging loyalty programs and fast delivery to stay competitive.
Consumers' definition of value is evolving as they demand not just the lowest prices, but quality and convenience too.
Gen Z beauty shoppers prioritize innovation and sustainability over price, grocery shoppers seek high-quality products at lower prices, and high fees deter online purchases. Loyalty programs should be tailored to offer consumers the kind of rewards they want most, but not at the expense of brand identity.
Here are five key stats to help brands understand what consumers value and stay competitive.