New consumer research from marketing agency Fusion finds that 62% of online grocery shoppers cite fresh produce as a leading reason they shop for groceries online — a significant shift from produce's longstanding reputation as one of e-commerce's most resistant categories. The study also found that 97% of online grocery shoppers include fresh produce in their orders, suggesting the category has moved from occasional add-on to a staple of the digital cart. U.S. online grocery sales grew 21.5% year over year in July 2026, according to Brick Meets Click, with the channel expected to represent 17% of total U.S. grocery sales by 2029.
Confidence in buying produce online has increased for 65% of respondents, with 92% reporting they are mostly or completely satisfied with the fresh produce they receive. Convenience is a key driver — 56% say buying produce online saves time and 54% find it more convenient than in-store. More than 90% of respondents place their online grocery orders via smartphone, putting strong emphasis on product imagery, freshness descriptions, and clear substitution options.
Packaging emerged as the top opportunity identified in the research, with shoppers indicating that packaging which keeps produce fresh longer would increase their confidence in online ordering. For produce suppliers and category managers, this data suggests that e-commerce is no longer a secondary channel for fresh — and that packaging and digital presentation are now commercial levers worth investing in.