Which? uses cookies to improve our sites and by continuing you agree to our cookies policy

Waitrose is king of virtual supermarkets

It comes top in new Which? Online survey


Waitrose logo

Waitrose is way ahead of its rivals for customer service

Waitrose.com and Ocado are the nation’s favourite online supermarkets according to a new survey from Which? Online.

Sixty nine per cent of shoppers said they were very satisfied with the overall service from Waitrose.com.

Ocado, which sells Waitrose goods and is 25 per cent owned by the John Lewis Partnership, is not far behind with 64 per cent of people saying they were very satisfied. 

But Asda and Sainsbury’s fared less well and propped up the bottom of the table with 24 per cent and 30 per cent respectively.

Online supermarkets

Waitrose.com and Ocado were rated highly for ease of placing orders, accuracy, delivery and quality of products.  However, Asda was rated the best of the online supermarkets for value for money, with 38 per cent of customers saying it’s very good on this aspect.

Three quarters of people surveyed said that shopping online is more convenient and quicker than visiting a supermarket. However, substitution of items and quality of fresh produce can be poor in some cases.

Three quarters of Sainsbury’s online shoppers had a substituted item in their last delivery. One Which? member was horrified to receive just one Brussels sprout on Christmas Eve, rather than the kilo she had ordered from Sainsbury’s.

Just 21 per cent of Asda and a quarter of Sainsbury’s and Tesco customers rate them very good for fruit and vegetable quality.

‘Good quality products’

Which? Online Editor Malcolm Coles said: ‘It’s no surprise that Waitrose and Ocado have emerged as clear favourites in the battle of the online supermarkets – shopping online is all about convenience, and our survey shows that people don’t mind paying a  bit extra if they know they’ll get good quality products and service in return.’

Back to top