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Blue Apron Statistics: Revenue, Orders, Customers, and Cash Pressure

Blue Apron statistics on revenue, customers, orders, losses, and liquidity from recent SEC filings.

June 4, 2026 10 min read whatscookingblog.com Editorial Team

Blue Apron statistics at a glance

Blue Apron?s numbers tell a clear story: revenue stayed large, but the company spent the last few years working through pressure on volume, margins, and liquidity.

The statistics below show a business that still generated hundreds of millions in annual revenue, yet also had to manage falling order counts, shrinking customer counts, debt obligations, and repeated losses.

Quick takeaways

  • Blue Apron reported 2022 net revenue of $458.5 million, down from $470.4 million in 2021 (Blue Apron 2022 10-K).
  • Blue Apron?s 2022 cost of goods sold excluding depreciation and amortization was $304.6 million, equal to 66.4% of net revenue versus 64.2% in 2021 (Blue Apron 2022 10-K).
  • Blue Apron reported Q1 2023 net revenue of $113.1 million, down from $117.8 million in Q1 2022 (Blue Apron Q1 2023 10-Q).
  • Blue Apron?s Q3 2023 net revenue was $98.8 million versus $109.7 million in Q3 2022 (Blue Apron Q3 2023 10-Q).
  • Blue Apron?s Q3 2023 customers were 238,000 versus 323,000 in Q3 2022 (Blue Apron Q3 2023 10-Q).
  • Blue Apron?s Q3 2023 orders were 1.236 million versus 1.548 million in Q3 2022 (Blue Apron Q3 2023 10-Q).

Table of contents

Revenue and operating scale

Blue Apron still operated at meaningful scale in the periods covered by the statistics, but the top line moved lower in the more recent reports.

In 2022, Blue Apron reported net revenue of $458.5 million, down from $470.4 million in 2021 (Blue Apron 2022 10-K). That is not a collapse in absolute dollars, but it is enough to show a business under pressure after a year-over-year decline.

The quarterly figures continue that pattern. Blue Apron reported Q1 2023 net revenue of $113.1 million, down from $117.8 million in Q1 2022, a decrease of $4.7 million or 4% year over year (Blue Apron Q1 2023 10-Q).

By Q3 2023, net revenue had fallen further to $98.8 million from $109.7 million in Q3 2022 (Blue Apron Q3 2023 10-Q). The first nine months of 2023 totaled $318.1 million, compared with $351.7 million in the first nine months of 2022 (Blue Apron Q3 2023 10-Q).

That sequence matters because it shows the business was not just experiencing a one-off weak quarter. The statistics point to a sustained downshift in revenue through 2023.

What changed in the mix

Some of the earlier figures show Blue Apron capable of pushing revenue higher when the mix cooperated. For example, Q2 2022 net revenue was $124.2 million including a $10.0 million enterprise sale (Blue Apron Q2 2022 results).

That same quarter also included 1.701 million orders, 349,000 customers, and an average order value of $67.14, which was a company record at the time (Blue Apron Q2 2022 results).

So the business was not absent demand altogether. The more relevant issue is that the operating profile later softened: fewer orders, fewer customers, and lower total revenue across the later quarters.

Orders, customers, and basket economics

Blue Apron?s transaction-level statistics are the most useful way to understand the business, because they show whether revenue changed because of pricing, frequency, or customer count.

Core demand indicators

  • Q1 2023 orders: 1.608 million versus 1.869 million in Q1 2022 (Blue Apron Q1 2023 10-Q).
  • Q1 2023 customers: 326,000 versus 367,000 in Q1 2022 (Blue Apron Q1 2023 10-Q).
  • Q1 2023 average order value: $70.27 versus $62.99 in Q1 2022 (Blue Apron Q1 2023 10-Q).
  • Q1 2023 orders per customer: 4.9 versus 5.1 in Q1 2022 (Blue Apron Q1 2023 10-Q).
  • Q1 2023 average revenue per customer: $346 versus $321 in Q1 2022 (Blue Apron Q1 2023 10-Q).

Those figures show a mixed picture. Blue Apron had fewer customers and fewer orders, but the remaining customers generated higher order values and higher revenue per customer.

That is a common sign of a business trying to defend revenue by improving monetization per customer while the overall customer base contracts.

Q3 2023 demand was weaker again

The Q3 2023 statistics show the same pattern at a more advanced stage.

  • Orders fell to 1.236 million from 1.548 million in Q3 2022 (Blue Apron Q3 2023 10-Q).
  • Customers fell to 238,000 from 323,000 in Q3 2022 (Blue Apron Q3 2023 10-Q).
  • Average order value rose to $79.66 from $70.83 in Q3 2022 (Blue Apron Q3 2023 10-Q).
  • Orders per customer rose to 5.2 from 4.8 in Q3 2022 (Blue Apron Q3 2023 10-Q).
  • Average revenue per customer rose to $413 from $340 in Q3 2022 (Blue Apron Q3 2023 10-Q).

The tension is obvious: Blue Apron was extracting more value from each active customer while the active customer pool itself shrank sharply. That helps explain why revenue could be pressured even when customer-level monetization improved.

Profitability, cash, and liquidity

Revenue and transaction metrics only tell part of the story. The deeper challenge in the statistics is profitability.

Blue Apron reported 2022 cost of goods sold excluding depreciation and amortization of $304.6 million, equal to 66.4% of net revenue, versus 64.2% in 2021 (Blue Apron 2022 10-K). That means a larger share of revenue was consumed by core product and fulfillment costs.

The Q4 2021 data also illustrates the margin pressure. Blue Apron?s cost of goods sold excluding depreciation and amortization was 64.7% of net revenue, up from 60.6% in Q4 2020 (Blue Apron Q4 2021 results).

Losses remained substantial

The quarterly earnings figures in 2023 show continued losses, even though some metrics improved relative to earlier periods.

  • Q1 2023 net income: $(17.0) million versus $(38.7) million in Q1 2022 (Blue Apron Q1 2023 10-Q).
  • Q1 2023 adjusted EBITDA: $(8.7) million versus $(31.4) million in Q1 2022 (Blue Apron Q1 2023 10-Q).
  • Q1 2023 free cash flow: $(10.8) million versus $(30.1) million in Q1 2022 (Blue Apron Q1 2023 10-Q).
  • Q1 2023 net cash used in operating activities: $(9.5) million versus $(28.8) million in Q1 2022 (Blue Apron Q1 2023 10-Q).

Those are better than the prior-year quarter, but they are still negative. In other words, Blue Apron improved its cash burn and profitability relative to 2022, but it did not return to positive cash generation.

PTG&A as a cost-control signal

The Q3 2023 statistics are also important because they show meaningful reductions in operating expense categories.

Blue Apron said product, technology, general and administrative expenses fell to $32.1 million in Q3 2023 from $37.6 million in Q3 2022 (Blue Apron Q3 2023 10-Q). That expense line represented 32.5% of net revenue in Q3 2023 versus 34.3% in Q3 2022 (Blue Apron Q3 2023 10-Q).

Blue Apron also said PTG&A personnel costs fell by $9.5 million versus the prior year quarter, and facilities costs fell by $7.5 million versus the prior year quarter (Blue Apron Q3 2023 10-Q).

That makes the cost structure look more disciplined, but not yet strong enough to offset the revenue decline and the still-high cost of goods sold.

Balance sheet and financing signals

Blue Apron?s liquidity statistics show why the company had to pay close attention to financing.

At March 31, 2023, Blue Apron had cash and cash equivalents of $31.6 million, versus $33.5 million at December 31, 2022 (Blue Apron Q1 2023 10-Q).

Working capital was $(33.6) million at March 31, 2023, versus $(33.3) million at December 31, 2022 (Blue Apron Q1 2023 10-Q).

Blue Apron?s cash, cash equivalents, and restricted cash ended Q1 2023 at $32.7 million versus $57.4 million in Q1 2022 (Blue Apron Q1 2023 10-Q).

Capital and debt obligations

The financing-related statistics are especially revealing:

  • Blue Apron had $69.5 million remaining to be issued under its February 2023 ATM as of March 31, 2023 (Blue Apron Q1 2023 10-Q).
  • Blue Apron said $55.5 million remained unfunded under the RJB Purchase Agreement as of the Q1 2023 filing date (Blue Apron Q1 2023 10-Q).
  • Blue Apron said $12.7 million remained unfunded under the Sponsorship Gift Cards Agreement as of the Q1 2023 filing date (Blue Apron Q1 2023 10-Q).
  • Blue Apron?s senior secured notes totaled $30.0 million and were accelerated to an effective maturity of June 2023 in the March 15, 2023 amendment (Blue Apron Q1 2023 10-Q).
  • The first, second, third, and fourth amortization installments under that amendment were each $7.5 million (Blue Apron Q1 2023 10-Q).

Blue Apron also lowered the minimum liquidity covenant from $25.0 million to $17.5 million after the first amortization payment, and then to $10.0 million after the first and second amortization payments (Blue Apron Q1 2023 10-Q).

That covenant path signals a company managing tight liquidity headroom while preserving flexibility to service its obligations.

Planned spending

Blue Apron said projected capital expenditures over the next 12 months were expected to total $4.0 million to $6.0 million (Blue Apron Q1 2023 10-Q).

That level is relatively modest compared with its revenue base, which suggests the company was not pursuing a heavy capital expansion program. The priority appears to have been conservation rather than growth investment.

What the quarterly trend suggests

The statistics do not support a simple growth narrative. They support a business in transition.

Blue Apron had more than one period where revenue remained in the hundreds of millions, including 2022 net revenue of $458.5 million and Q3 2023 net revenue of $98.8 million (Blue Apron 2022 10-K; Blue Apron Q3 2023 10-Q). But the operational trend was weaker in the details: fewer customers, fewer orders, negative net income, negative adjusted EBITDA, negative free cash flow, and ongoing liquidity management.

There are also signs that the company did improve in select areas. Q1 2023 losses were smaller than Q1 2022 losses, Q3 2023 PTG&A was lower than the prior-year quarter, and customer-level monetization improved through higher average order value and higher average revenue per customer (Blue Apron Q1 2023 10-Q; Blue Apron Q3 2023 10-Q).

But those gains were not enough to reverse the larger pattern.

The operational math in plain English

Blue Apron?s business model in these statistics looks like this:

  • fewer active customers
  • fewer total orders
  • higher spend per remaining customer
  • continued cost pressure in fulfillment and overhead
  • negative cash generation
  • recurring need for financing flexibility

That combination is the core takeaway from the Blue Apron statistics. The company could improve unit economics on active customers, but the base of active customers contracted enough that the overall business still faced pressure.

Key Blue Apron statistics in one table

MetricPeriodValueComparisonSource
Net revenue2022$458.5Mvs. $470.4M in 2021Blue Apron 2022 10-K
COGS ex. D&A2022$304.6M66.4% of revenue vs. 64.2% in 2021Blue Apron 2022 10-K
Net revenueQ1 2023$113.1Mvs. $117.8M in Q1 2022Blue Apron Q1 2023 10-Q
Net incomeQ1 2023$(17.0)Mvs. $(38.7)M in Q1 2022Blue Apron Q1 2023 10-Q
Adjusted EBITDAQ1 2023$(8.7)Mvs. $(31.4)M in Q1 2022Blue Apron Q1 2023 10-Q
Free cash flowQ1 2023$(10.8)Mvs. $(30.1)M in Q1 2022Blue Apron Q1 2023 10-Q
OrdersQ1 20231.608Mvs. 1.869M in Q1 2022Blue Apron Q1 2023 10-Q
CustomersQ1 2023326,000vs. 367,000 in Q1 2022Blue Apron Q1 2023 10-Q
Net revenueQ3 2023$98.8Mvs. $109.7M in Q3 2022Blue Apron Q3 2023 10-Q
OrdersQ3 20231.236Mvs. 1.548M in Q3 2022Blue Apron Q3 2023 10-Q
CustomersQ3 2023238,000vs. 323,000 in Q3 2022Blue Apron Q3 2023 10-Q
Average order valueQ3 2023$79.66vs. $70.83 in Q3 2022Blue Apron Q3 2023 10-Q
Cash and cash equivalentsMar. 31, 2023$31.6Mvs. $33.5M at Dec. 31, 2022Blue Apron Q1 2023 10-Q
Working capitalMar. 31, 2023$(33.6)Mvs. $(33.3)M at Dec. 31, 2022Blue Apron Q1 2023 10-Q

Written by

whatscookingblog.com Editorial Team

Editorial team

whatscookingblog.com publishes practical how-to guides and educational articles with clear steps and useful context.

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