Fresh produce, once considered one of the most challenging categories for online grocery, is now playing a pivotal role in shoppers' decisions to buy groceries digitally, according to new research from Fusion, a business-to-business marketing agency specializing in the fresh produce and grocery retail sectors. The findings suggest that the industry must adapt to meet evolving consumer expectations around freshness, packaging, and digital merchandising.
In Fusion's Online Produce Shopping study, 62% of online grocery shoppers said fresh produce is a leading reason they shop for groceries online, a stark contrast to produce's historical reputation as a liability in e-commerce. This shift is underscored by the channel's rapid growth: 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 expands, 97% of online grocery shoppers now usually include fresh produce in their orders, indicating that produce has transitioned from an occasional add-on to a staple of the digital cart.
Trust, a longstanding barrier to purchasing fresh produce online, is improving. The study found that 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 also drives adoption, with 56% saying online produce shopping saves time and 54% finding it more convenient than in-store shopping. More than 90% of respondents place orders via mobile devices, highlighting the need for strong product imagery, clear descriptions, and easy substitution options.
Packaging emerges as a critical opportunity. The research shows that packaging keeping produce fresh longer would increase confidence for 45% of respondents, while 43% pointed to packaging that protects against bruising during delivery. Additionally, a clear freshness guarantee or refund policy would make 42% more confident. These insights present tangible avenues for the produce industry to enhance the online experience through delivery-optimized packaging, quality assurances, and digital merchandising that helps shoppers evaluate products remotely.
Retail investment reinforces the shift. Amazon has expanded Same-Day Delivery of fresh groceries to over 2,300 U.S. cities and towns, and in those markets, perishables account for nine of the 10 most-ordered items, with bananas, avocados, and blueberries among the most popular. This demonstrates that consumers are increasingly willing to buy fresh produce online when given convenient options.
For produce brands, commodity boards, and retailers, the implications are clear: as grocery trips move between physical and digital channels, they must reconsider how shoppers assess freshness, quality, and value without seeing or touching the product. Fresh produce has long defined the traditional grocery perimeter, and as online grocery continues to grow, the industry has an opportunity to make produce just as central to the digital grocery experience. Adapting to this new landscape will be essential for capturing the expanding online market and meeting consumer expectations.
