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This week, Walmart wins the hearts of US grocery shoppers, secondhand retailers could see a tariff bump, and home is where the breakfast is.

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%).

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Amazon and Walmart are set for strong grocery ecommerce growth, but Walmart will widen its lead鈥攈itting $70.91 billion in 2026 versus Amazon鈥檚 $53.85 billion, per our forecasts. Both will outpace the broader US online grocery market, which is projected to reach $271.44 billion by 2028, though category growth rates will slow from double-digit percentages in 2024 to under 7% by 2028.

Grocery ecommerce in Canada remains in its early stages, with online penetration at just 8.6% in 2025. Despite this sluggish growth, the market is showing signs of acceleration. Younger consumers, in particular, are increasingly comfortable shopping online. By 2029, the category will reach 10.0% penetration. The pandemic served as a pivotal moment for grocery ecommerce.

More than half (55%) of grocery shoppers said gamification is extremely/very important in their grocery loyalty programs, per a May 2024 survey from Lobyco. However, the same survey revealed that few grocery shoppers have actually had the chance to use gamified rewards鈥攍ike milestones, scratch-to-win, and badges and achievements.

US grocery ecommerce sales will grow 17.4% in 2024 to total $219.04 billion, according to our forecast. Meanwhile, UK grocery ecommerce sales will grow only 5.1% to total $37.06 billion in 2024. 鈥淎t the end of the day, consumers in the US enjoy the conveniences of delivery, but they鈥檙e not necessarily willing to pay an exorbitant fee,鈥� said our analyst Blake Droesch, emphasizing the perceived value of Walmart+ and Amazon Prime memberships to these shoppers.

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.