Fresh produce, once considered one of the most challenging categories for online grocery, is now playing a central role in shoppers' decisions to buy groceries digitally, according to new consumer research from Fusion, a business-to-business marketing agency serving the fresh produce and grocery retail industries. The company's Online Produce Shopping study found that 62% of online grocery shoppers cite fresh produce as a leading reason they shop for groceries online, a notable shift from produce's long-standing reputation as an e-commerce liability.
The findings arrive as online grocery continues to expand rapidly. U.S. online grocery sales grew 21.5% year over year in July 2026, according to Brick Meets Click, and e-grocery sales are projected to grow at a compound annual growth rate of 8.9% through 2029, when online is expected to account for 17% of U.S. grocery sales. As the channel grows, Fusion's research indicates that 97% of online grocery shoppers usually include fresh produce in their orders, demonstrating that produce has moved from an occasional add-on to a mainstay of the digital cart.
Trust has traditionally been the biggest barrier to purchasing fresh produce online, but confidence appears to be improving. The study found that confidence in buying fresh produce online has increased for 65% of respondents, and satisfaction is high, with 92% saying they are mostly or completely satisfied with the fresh produce they receive in their online orders.
"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 helps explain the appeal: 56% of respondents said 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. That mobile-first behavior has heightened the importance of strong product imagery, clear descriptions, freshness information, and easy-to-understand substitution options that help shoppers evaluate quality without seeing the product in person.
Getting shoppers to purchase produce online is only part of the equation; maintaining confidence depends on the experience that follows. Packaging emerged as the leading opportunity identified in Fusion's research. Packaging that keeps produce fresh longer would increase confidence for 45% of respondents, while 43% pointed to packaging that protects fruits and vegetables from bruising or damage during delivery. Additionally, a clear freshness guarantee or refund policy would make 42% of respondents more confident purchasing fresh produce online.
For the produce industry, these findings point to tangible opportunities to strengthen the online experience through packaging designed for delivery, clear quality guarantees, and digital merchandising that helps shoppers evaluate products without seeing them in person. 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.
