Waitrose is to become the first UK supermarket chain to abolish delivery charges for its online shopping service.
The upmarket grocer has announced it is scrapping its £3 and £5 charging structure for goods ordered online from April 15 in an effort to attract shoppers from bigger rivals and increase its market share.
The move is likely to put pressure on retailers Tesco and Sainsburys to follow suit and analysts believe it could lead to a substantial price war in the supermarket sector.
In a statement, Waitrose managing director Mark Price said the move will bring “much-welcomed transparency” to the sector.
He commented: “Customers tell us they don’t like delivery charges or short-term gimmicks. Prices go up and down depending on the times in the day. It’s confusing and it penalises some households.”
“We’re listening and we believe it’s time for clarity – transparency and free delivery as standard no matter what time or day.”
He added: “We appreciate this may be an expensive move for others to follow but it will reduce customers’ internet grocery bills by around 5 to 10 per cent.”
Waitrose currently delivers around 10,000 orders a week through its home delivery service WaitroseDeliver, which it offers to customers both in-store and online.
However, the group wants to increase its £70m-a-year online business to more than £300m within the next four years.
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