In a survey conducted in the second quarter of 2023, nearly ********** of Millennials in the United States reported shopping for groceries online on a monthly basis, compared to around ** percent of Gen X respondents.
*19,293 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
Date of release is date of access.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Klarna. (February 14, 2024). Share of shoppers buying groceries online on a monthly basis in the United States in the 2nd quarter 2023, by generation [Graph]. In Statista. Retrieved July 22, 2025, from https://www.statista.com/statistics/1451003/online-grocery-shoppers-by-generation-united-states/
Klarna. "Share of shoppers buying groceries online on a monthly basis in the United States in the 2nd quarter 2023, by generation." Chart. February 14, 2024. Statista. Accessed July 22, 2025. https://www.statista.com/statistics/1451003/online-grocery-shoppers-by-generation-united-states/
Klarna. (2024). Share of shoppers buying groceries online on a monthly basis in the United States in the 2nd quarter 2023, by generation. Statista. Statista Inc.. Accessed: July 22, 2025. https://www.statista.com/statistics/1451003/online-grocery-shoppers-by-generation-united-states/
Klarna. "Share of Shoppers Buying Groceries Online on a Monthly Basis in The United States in The 2nd Quarter 2023, by Generation." Statista, Statista Inc., 14 Feb 2024, https://www.statista.com/statistics/1451003/online-grocery-shoppers-by-generation-united-states/
Klarna, Share of shoppers buying groceries online on a monthly basis in the United States in the 2nd quarter 2023, by generation Statista, https://www.statista.com/statistics/1451003/online-grocery-shoppers-by-generation-united-states/ (last visited July 22, 2025)
Share of shoppers buying groceries online on a monthly basis in the United States in the 2nd quarter 2023, by generation [Graph], Klarna, February 14, 2024. [Online]. Available: https://www.statista.com/statistics/1451003/online-grocery-shoppers-by-generation-united-states/
