Fresh produce, once considered one of the most challenging categories for online grocery, is now emerging as a primary driver of e-commerce grocery sales. According to a new study from Fusion, a business-to-business marketing agency specializing in fresh produce and grocery retail, 62% of online grocery shoppers say fresh produce is a leading reason they shop for groceries online. This finding challenges the long-held perception that produce is a liability in the digital grocery space.
The shift coincides with broader growth in online grocery. U.S. online grocery sales grew 21.5% year over year in July 2026, according to Brick Meets Click, and e-grocery sales are expected to grow at a compound annual growth rate of 8.9% through 2029, when online is projected to account for 17% of U.S. grocery sales. As the channel expands, Fusion's research shows that 97% of online grocery shoppers usually include fresh produce in their orders, indicating that produce has become a staple of the digital cart rather than an occasional add-on.
Trust has historically been a major barrier to purchasing fresh produce online, but confidence appears to be improving. The study found that 65% of respondents have increased confidence in buying fresh produce online, and 92% report being mostly or completely satisfied with the fresh produce they receive. "Shoppers are telling us they no longer see fresh produce as a liability online, and retailers who invest in packaging and transparency are the ones earning that trust," said Matt Schraut, vice president of analytics and client services at Fusion.
Convenience is a key factor driving the trend: 56% of respondents say buying fresh produce online saves them time, and 54% find it more convenient than shopping in-store. The experience is also increasingly mobile, with more than 90% of respondents placing their online grocery orders using their phones. This mobile-first behavior places greater importance on strong product imagery, clear descriptions, freshness information, and easy-to-understand substitution options that help shoppers evaluate quality without seeing the product in person.
Maintaining confidence depends on the post-purchase experience. Packaging emerged as the leading opportunity in Fusion's research: 45% of respondents said packaging that keeps produce fresh longer would increase their confidence, while 43% pointed to packaging that protects fruits and vegetables from bruising or damage during delivery. Additionally, 42% said a clear freshness guarantee or refund policy would make them more confident purchasing fresh produce online. For the produce industry, these findings highlight tangible opportunities to strengthen the online experience through packaging designed for delivery, clear quality guarantees, and digital merchandising that helps shoppers evaluate products remotely.
Retailers are already investing heavily in fresh grocery delivery. Amazon, for example, has expanded Same-Day Delivery of fresh groceries to more than 2,300 U.S. cities and towns. In markets where the service is available, perishables now account for nine of the 10 most-ordered Same-Day Delivery items, with bananas, avocados, and blueberries among the most popular.
As more grocery trips move between physical and digital channels, produce brands, commodity boards, and retailers need to consider how shoppers evaluate freshness, quality, and value when they cannot see or touch the product. Fresh produce helped define the traditional grocery perimeter. As online grocery continues to grow, the industry has an opportunity to make produce just as important to the digital grocery experience.
