Asda has been running an online retailing service since 1998. Asda.co.uk began by offering a grocery delivery operation to online shoppers but soon expanded into retailing non-food goods online. Current categories include furniture, games, electrcials, DVDs and CDS, books, travel, mobile phones, flowers, contact lenses and an online pharmacy.
Asda further expanded its internet business in January 2007 with the launch of Asda-Electricals.co.uk. The site is a direct competitor to Tesco’s highly successful Tesco Direct service, with more than 3,000 domestic and home electrical products on offer, as well as toys, sports equipment, jewellery and baby products.