Asda has been named the worst supermarket for online grocery delivery in a Which? survey of shoppers.

Online-only supermarket Ocado came out top for home delivery, according to the poll of more than 12,000 consumers, while Asda was at the bottom of online rankings, with a rating of 65 per cent, after customers complained of food substitution in their online orders.

At the other end of the table, Ocado was rated highly for availability of delivery slots and ease of finding products on its website. The range of products was rated as excellent, and own-label and fresh produce quality were also considered good.

Iceland, which ranked second, was the only online supermarket to get five stars for value, but customers were less impressed with the range of products.

Asda is currently seeking permission from the Competition and Markets Authority (CMA) to merge with rival supermarket Sainsbury’s.

In its provisional findings, the CMA said its had extensive competition concerns and said the merger could lead to a worse experience for in-store and online shoppers across the UK through higher prices, a poorer shopping experience, and reductions in the range and quality of products offered.

Research from RetailEXPO recently found that in-store customer experience is currently ranked better than online service across retailers, with Amazon the only exception.

The industry event’s organising company surveyed over 2,000 UK consumers, revealing that Tesco delivered the best in-store experience (according to 23 per cent of respondents), followed by Sainsbury’s (18 per cent) and Asda (17 per cent).

A spokesman for Asda said:“We are always open to feedback and read these surveys with interest as our absolute focus is delivering great quality and value for our customers.

"Whilst we’re disappointed to see that some Which? readers haven’t had a good experience with us, other independent surveys, such as YouGov, rate Asda as the second most recommended supermarket and our own measures show that Asda shoppers are enjoying shopping with us more and more each year."

Share Story: