Sainsbury’s simplifies digital presence as it shuts down non-food website

Sainsbury’s is shutting down its standalone non-food website and moving its general merchandise produce onto its grocery platform as it aims to simplify its digital presence and make shopping online more similar to the experience customers have in-store.

sainsburys website 2014 460

From November, customers will be able to buy household items such as kettles, toys and bed linen alongside their main grocery shop. Currently the two run on different platforms requiring a separate order, transaction and delivery.

Sainsbury’s is the first of the major supermarkets to move its food and general merchandise onto the same platform. Tesco currently runs two separate websites for groceries and non-food, as does Asda. Morrisons only sells food on its website.

Sainsbury’s says the move will give customers “better access to everyday items”. It will also move general merchandise sales onto the newly upgraded grocery website.

Sainsbury’s says the decision to move to one website is in response to consumer feedback that shows they expect to be able to buy the same products online as they do in store. The non-food offer will focus on products that best complement the grocery online business, such as dinnerware, stationery, kitchenware and bed linen.

Larger products, including furniture and larger electrical goods, will no longer be available to purchase online.

Sainsbury’s online director Robbie Feather says: “Customers told us that they expect to buy the same products online as they do in our stores, so we will soon include a larger range of popular everyday items on the groceries platform. We are focused on developing the customer journey online and ensuring that we give customers the best possible access to the products they love.”

However, Sainsbury’s still plans to launch a separate clothing website for its Tu range that will allow customers to choose between click and collect and home delivery services. The new site is being piloted among a small number of customers in the East Midlands before a wider roll-out.

Sainsbury’s will also maintain its separate digital entertainment site where shoppers can download and stream music. It will also be adding e-books to the website having just bought the 36 per cent of e-book platform Anobii that it didn’t already own from publishers PRH and HarperCollins.

Sainsbury’s says the move will give it “full control” of the Sainsbury’s Entertainment digital offer. The supermarket plans to offer an “enhanced” experience across film, music and books that rivals Tesco’s Blinkbox.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here