August 22, 2006, 12:00 AM

Tesco.com leads UK online grocery market with 66% of orders, study says

While Tesco.com led the UK’s online grocery business with 66% of orders in the first seven months of 2006, or an average of 30,000 per day, rival Sainbury’s had the highest average order value at £90, compared to £80 for Tesco, comScore Networks reports.

Paul Demery

Managing Editor, B2B E-commerce

While Tesco.com led the UK’s online grocery business with 66% of orders in the first seven months of this year, or an average of 30,000 per day for total daily sales of about £2.5 million, rival Sainbury’s has the highest order value at £90, compared to £80 for Tesco, comScore Networks Inc. reported today.

Tesco.com’s closest competitor in terms of total orders was Asda.com, with 16%, followed by Sainsbury’s Sainsburystoyou.com, with 14%.

But online orders at Asda.com and Sainsbury’s averaged higher items per order, at 69, compared to 58 for Tesco.com, comScore says.

ComScore also notes that Sainsbury’s charged the lowest average delivery fee, at just over £3, compared to more than £4 for Tesco.com and nearly £5.50 at Asda.com.

In terms of the most popular grocery products ordered online, fruits and vegetables were among the top choices, comScore says. "The best performing items at Tesco.com seem to be an interesting mix of fresh fruit and vegetables with a reasonable shelf life, like carrots, onions and apples, and large-volume containers that are awkward for consumers to carry home themselves," says Bob Ivins, managing director of comScore Europe.

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