BARRINGTON, ILL. — Online grocery sales fell 3.8% in April compared to a year ago at the same time, according to the latest Brick Meets Click/Mercatus Grocery Shopping Survey.
April sales tallied $8.1 billion, as total order volume dropped 5.8%, driven by lower order frequency and a slightly smaller monthly active user base.
Delivery-related sales, which accounted for almost one-third of total online grocery sales during April, dropped nearly 6% versus a year ago and contributed nearly half of the decline in total sales year-over-year.
The segment’s average order value (AOV) jumped 6% to $84 versus April 2021, helping to mitigate an 11% decline in order volume that was mainly driven by an MAU base that contracted nearly 9% over the past year.
Ship-to-Home, the smallest segment with just over one-fifth of the sales in April, fell over 3% versus last year. Order volume drove the decline, dropping nearly 6% versus April 2021, while the AOV increased by almost 3% to $47.
“It’s no surprise that inflation is affecting where and how people shop online for groceries,” said David Bishop, partner at Brick Meets Click. “Some customers may now find pickup a more attractive service since it can help them avoid the higher incremental costs associated with delivery, and others may choose to simply move more of their transactions back into the store.”