Iceland, Ocado e-commerce stars as Asda flops again

Iceland and Ocado are the UK’s favourite online supermarkets, according to Which? research involving 6,800 shoppers.

It’s the second time in a row that Iceland has topped the table. Customers love its friendly delivery drivers and delivery slots that are convenient and available. They also praise its friendly drivers and convenient slots, plus the quality of fresh products and its range. Amazon Fresh, the other online-only brand in the survey, is rated well – but not brilliantly. Shoppers like its drivers’ service but didn’t rate it well for punctuality. Only seven in ten said that their most recent delivery arrived on time. Amazon Fresh only delivers to certain postcodes in the south east of England at present.

Asda sits at the bottom of the table, where it has been for more than a decade. Customers are unimpressed by the quality of its fresh and own-label products, and its substitutes when items are out of stock. Sainsbury’s and Tesco also finished near the bottom of the table. Morrisons did better, in joint-third place. Its drivers received rave reviews, although it was worst for the punctuality of its deliveries.