Sainsbury's Takes New Steps to Streamline their Online Customer Experience

Sainsbury's has announced it will be closing down its standalone non-food website and transferring it to the grocery platform.

The overall objective is to simplify their digital presence and create the integrated shopping offering that customers are used to in-store. This change will be in place from November, doing away with the fuss of two platforms which each have a separate order, transaction and delivery process.

Sainsbury's is the first of the major UK supermarkets to take this step of merging food and general merchandise onto one website - rivals such as Asda and Tesco currently operate on two platforms.

The decision came from consumer feedback - customers want the same ability to buy everything they need in one place like they do in-store. Sainsbury's will maximise this merging by highlighting products that best complement their online groceries, such as dinnerware and kitchenware.

Sainsbury's Online Director, Robbie Feather, commented: "Customers told us that they expect to buy the same products online as they do in our stores, so we will soon include a larger range of popular everyday items on the groceries platform. We are focused on developing the customer journey online and ensuring that we give customers the best possible access to the products they love."

Other digital changes that the retailer is ushering in are the upcoming launch of a separate clothing website and the addition of e-books to its separate digital entertainment site, while larger products such as furniture and big electrical goods will no longer be available to purchase from Sainsbury's online.

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