Online Grocery Sales Accelerate in U.S

Key Points

U.S. online grocery sales hit US $12.5 billion in September, up 31% year-over-year – the second month in a row with a triple-digit gain. (FoodNavigator-USA.com)
The growth was fueled by rising monthly active users (MAUs), more frequent orders, and higher average order value.
Older consumers (60+) accounted for nearly half of the incremental growth.
All fulfillment models saw increases: delivery, pickup, and ship-to-home.
The “ship-to-home” channel – via parcel carriers – jumped 11%, largely driven by Amazon and same-day fresh grocery expansions.
Online share of total grocery spending rose 400 basis points year-on-year to 19%, nearly matching its early pandemic peak.
In-store growth continues but is slowing: under 1.5% growth year-over-year, about half the rate from the prior year.
Cross-shopping with mass players (especially Walmart) increased; more shoppers who had not bought online recently came back.

Rising Demand for Fresh & Frozen Seafood Online
As consumers increasingly buy groceries online – including perishables and fresh proteins – seafood suppliers should anticipate growth in digital channels (direct-to-consumer, e-grocery, meal kits).
Logistics & Cold Chain Imperatives
The acceleration in ship-to-home and mixed fulfillment models means shrimp, fish fillets, shellfish, and other seafood need robust cold chain, packaging, and last-mile reliability to protect product quality and margin.
Demographic Tailwinds
Older consumers (60+) are participating heavily in the digital grocery shift. This may influence both product format (e.g. easy-prep, pre-portioned) and marketing (trust, convenience).
Channel Diversification
With consumers using multiple fulfillment methods, seafood suppliers should be flexible: support click-and-collect (in-store pickup), marketplace platforms, direct delivery, subscription models, etc.
Competitive Pressure from Big Retailers
Cross-channel cannibalization means seafood brands need strong digital positioning to avoid being overshadowed by mass retailers expanding their online fresh offerings.
Margin & Price Pressure Risks
As online grocery scales, tighter margins, pricing competition, and higher logistic costs will come into play. Innovative value propositions (sustainability, freshness, origin stories) may help justify premium positioning.