The January e-commerce market reflected a persistent consumer emphasis on value, with the latest Brick Meets Click/Mercatus Grocery Shopping Survey indicating a decrease in order frequency and stagnant average order value. Despite this, online grocery sales reached $8.5 billion, comprising 13.4% of total weekly grocery spending, marking a 1.8% increase from the previous year. However, traditional grocers faced challenges as e-commerce sales in the mass channel expanded while supermarkets contracted. Ship-to-home sales grew by 7.8%, while delivery sales saw a slight decrease of 0.5%, and pickup sales declined by 1.9% due to lower order frequency and reduced average order values. Researchers attribute these trends to strong competition and consumer budget considerations, exacerbated by factors like reduced SNAP payments. Regional grocers are urged to enhance their online offerings and find innovative ways to help customers save money amidst intensifying competition.

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