Supermarket chain Morrisons is making its first foray into the world of ecommerce with the launch of, reports

Despite ecommerce being a service most of the firm’s major rivals have dipped their toes into for many years, Morrisons is making its first move online by selling wine online later this year.

The site will sell bottles by the case, allowing customers to make an online payment for the goods, in order to grab some market share from rivals Marks and Spencer, Waitrose and Tesco.

A Morrisons spokeswoman said there had been a ‘big change in the wine team to facilitate’ the new site and, thanks to the £70 million acquisition of online childcare retailer Kiddicare, the firm will be able to fulfil orders from the latter’s distribution centre in Peterborough.

In addition, a team of four buyers – Gyles Walkers, Simon Cairns, Melissa Yorke and Claire Greenwood – will be purchasing the wines that are set to be stocked on the website.

According to, Morrisons has not committed to a launch date for the site though it should be available in the next two months – just in time for Christmas. However, plans for a full-food service remain a mystery as chief executive Dalton Philips believes the service can only launch if the firm finds a ‘profitable’ model.


Comments are closed.