Fresh produce, once considered one of the most challenging categories for online grocery, is now a primary driver of e-commerce grocery sales, according to new research from Fusion, a business-to-business marketing agency specializing in fresh produce and grocery retail. The findings suggest that consumer attitudes toward buying fruits and vegetables online have shifted significantly, with implications for retailers, produce brands, and the broader grocery industry.
In Fusion's Online Produce Shopping study, 62% of online grocery shoppers said fresh produce is a leading reason they shop for groceries online. This marks a notable change from produce's longstanding reputation as an e-commerce liability. The shift comes as online grocery continues to expand: 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 grows, produce has become a staple of the digital cart. Fusion's research found that 97% of online grocery shoppers usually include fresh produce in their orders, indicating that produce has moved from an occasional add-on to a mainstay. Trust, historically a major barrier, is improving: 65% of respondents reported increased confidence in buying fresh produce online, and 92% said they are 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, with 56% saying buying fresh produce online saves them time and 54% finding it more convenient than in-store shopping. The experience is increasingly mobile, with more than 90% of respondents placing orders on their phones. This mobile-first behavior underscores the importance of strong product imagery, clear descriptions, freshness information, and easy-to-understand substitution options.
Packaging emerged as the leading opportunity to maintain confidence. Packaging that keeps produce fresh longer would increase confidence for 45% of respondents, while 43% pointed to packaging that protects against bruising or damage during delivery. A clear freshness guarantee or refund policy would make 42% more confident.
Retailers are already investing heavily in fresh grocery delivery. Amazon 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 account for nine of the 10 most-ordered Same-Day Delivery items, with bananas, avocados, and blueberries among the most popular.
For the produce industry, these findings point to tangible opportunities: packaging designed for delivery, clear quality guarantees, and digital merchandising that helps shoppers evaluate products without seeing them in person. As more grocery trips move between physical and digital channels, produce brands, commodity boards, and retailers must consider how shoppers assess freshness, quality, and value online. Fresh produce helped define the traditional grocery perimeter; as online grocery grows, the industry has an opportunity to make produce just as important to the digital grocery experience.
