Waitrose and it’s partner service, Ocado were proclaimed “King of Virtual Supermarkets” by Which? Magazine earlier this year.

69% of online shoppers who used the firm said they were very satisfied with the overall service and experience provided by Waitrose.com.  Ocado, which is a partner service, sells Waitrose goods and is 25% owned by the John Lewis Partnership, is not far behind with 64% of people saying they were very satisfied with the companies service.

But Asda and Sainsbury’s fared less well and lingeried in the bottom of the online supermarket league table with 24% and 30% respectively.

Waitrose.com and Ocado were rated highly for ease of placing orders, accuracy, delivery and quality of products.  However, Asda was rated the best of the online supermarkets for value for money, with 38% of customers saying it’s very good on this aspect.

Three quarters of people surveyed said that shopping online is more convenient and quicker than visiting a supermarket. However, substitution of items and quality of fresh produce can be poor in some cases.

Three quarters of Sainsbury’s online shoppers had a substituted item in their last delivery. One Which? member was horrified to receive just one Brussels sprout on Christmas Eve, rather than the kilo she had ordered from Sainsbury’s.

Just 21 per cent of Asda and a quarter of Sainsbury’s and Tesco customers rate them very good for fruit and vegetable quality.

 Want More Product Reviews From Which?   Sign Up For A 30 Trial For Just £1 > >