Fresh produce, once viewed as one of the most challenging categories for online grocery, is now emerging as a key driver of e-commerce adoption, according to new consumer research from Fusion, a business-to-business marketing agency specializing in fresh produce and grocery retail. The findings signal a significant shift in shopper behavior and present actionable insights for an industry racing to meet digital demand.
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 stark reversal from produce's long-standing reputation as a liability in digital carts. The shift is occurring against a backdrop of rapid channel growth: U.S. online grocery sales grew 21.5% year over year in July 2026, according to Brick Meets Click. 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 total U.S. grocery sales.
The research underscores that produce is no longer an occasional add-on but a mainstay of the digital cart. A striking 97% of online grocery shoppers usually include fresh produce in their orders. This near-universal inclusion means that produce quality and selection can make or break a retailer's online proposition.
Perhaps most notably, the trust barrier that once deterred shoppers from buying produce online appears to be eroding. Confidence in buying fresh produce online has increased for 65% of respondents, 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 remains a powerful motivator: 56% of shoppers 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 orders via their phones. This mobile-first behavior elevates the importance of strong product imagery, clear descriptions, freshness information, and easy-to-understand substitution options that help shoppers assess quality without physical inspection.
However, getting shoppers to click "buy" is only half the battle; maintaining confidence depends on post-purchase satisfaction. Packaging emerged as the leading opportunity 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% more confident purchasing fresh produce online. These findings point to tangible opportunities for the produce industry to strengthen the online experience through delivery-optimized packaging, quality guarantees, and digital merchandising.
Retail investment reinforces the shift. 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 now account for nine of the 10 most-ordered Same-Day Delivery items, with bananas, avocados, and blueberries among the most popular. Such moves demonstrate that fresh categories are central to winning online grocery customers.
As more grocery trips migrate between physical and digital channels, produce brands, commodity boards, and retailers must rethink how shoppers evaluate freshness, quality, and value when they cannot see or touch the product. Fresh produce helped define the traditional grocery perimeter; now the industry has an opportunity to make it just as important to the digital grocery experience. The implications are clear: investing in packaging innovation, transparent quality assurances, and mobile-optimized product information will be critical for capturing and retaining online grocery shoppers.
