Fresh produce, once considered one of the most challenging categories for online grocery, is now a leading reason many consumers shop for groceries digitally, according to new research from Fusion, a business-to-business marketing agency serving the fresh produce and grocery retail industries. The finding signals a major shift in consumer behavior that could reshape how produce brands and retailers approach e-commerce strategy.
In Fusion's Online Produce Shopping study, 62% of online grocery shoppers said fresh produce is a leading reason they shop for groceries online. That marks a stark reversal from produce's long-standing reputation as an e-commerce liability, driven by concerns over freshness, damage and letting someone else select fruits and vegetables. The change comes as online grocery continues its rapid expansion. 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 expected to account for 17% of U.S. grocery sales.
The implications for the produce industry are significant. As the channel grows, Fusion's research found that 97% of online grocery shoppers usually include fresh produce in their orders, a sign that produce has moved from an occasional add-on to a mainstay of the digital cart. Trust, historically one of the biggest barriers, appears to be improving: confidence in buying fresh produce online has increased for 65% of respondents, and 92% say 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, with 56% saying buying fresh produce online saves them time and 54% finding it more convenient than shopping in-store. The experience is also increasingly mobile: more than 90% of respondents place their online grocery orders using their phones. That mobile-first behavior puts 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.
But 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. Quality assurances can provide another layer of confidence: 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.
