WAITROSE is setting itself up to directly compete with Ocado, by opening a massive “virtual shop” in west London to step up the delivery of orders from its website in the capital.
Waitrose will use the the warehouse in Acton to store goods ready for dispatch. The supermarket has a clause in its contract with Ocado that enables it to deliver from any of its shops inside the M25 from July.
This was a key part of a new 10-year supply agreement signed by the two companies last May which allows Ocado to continue delivering Waitrose groceries.
Mark Price, the managing director of Waitrose, said: “This is a significant step in the development of our multi-channel offer, and will play an important role in the continued growth of our e-commerce sales.”