As for unbranded products, fruits and vegetables, the quality is certainly not the best and the staff shows a clear lack of quality and training. If you can survive the pain, there are savings to be had. The company should not stray from its core value and positioning of “acceptable quality, affordable price”.

Even in the US, online grocery shopping hasn’t lived up to the pre-dotcom hype. There have been many failures, of which the best known is Webvan, which folded up after burning up $1.2 billion of venture capitalists’ money in two years. On the other hand, Tesco.com, which looked at online shopping as a niche trend, is a dotcom survivor and seems to have discovered aviable business model and is growing steadily.