About Ocado
Ocado is the world's largest dedicated online supermarket, pioneering grocery delivery in the United Kingdom since 2002. Unlike traditional supermarkets with physical stores, Ocado operates exclusively online, fulfilling orders from state-of-the-art automated warehouses and delivering directly to customers' homes. The company reaches over 80% of the UK population, serving more than one million active customers with an unparalleled range of approximately 50,000 products - double that of the next largest grocery retailer. British Innovation and Market Position Ocado was founded in January 2000 by Jonathan Faiman, Jason Gissing, and Tim Steiner - former Goldman Sachs merchant bankers who saw the potential for online grocery shopping. Originally named L.M. Solutions, the company partnered with Waitrose in October 2000 before rebranding as Ocado in June 2001. The name, created by branding agency Interbrand, is a made-up word intended to evoke fresh fruit - some say it's a variant on 'avocado'. Trading began in partnership with Waitrose in January 2002, with Ocado floating on the London Stock Exchange in July 2010. A pivotal strategic shift came in 2013 when Ocado evolved from purely an online retailer to a technology provider, developing the Ocado Smart Platform (OSP) - a proprietary end-to-end solution now licensed to retailers worldwide. In 2019, Marks & Spencer paid £750 million for a 50% stake in Ocado's UK retail business, creating the Ocado Retail joint venture. M&S products became available on the platform from September 2020, ending Ocado's relationship with Waitrose. Today, Ocado Retail operates from seven Customer Fulfilment Centres across the UK, with a network of regional spokes enabling delivery to 22.4 million households. The company was named Online Service of the Year at The Grocer Gold Awards 2025 and is a Which? Recommended Online Supermarket. Product Range and Exclusive Access Ocado's standout proposition is its massive product range. With approximately 50,000 products available - including more than 7,000 items from the M&S food and drink range - shoppers gain access to products unavailable through other online grocers. The M&S partnership was transformative: it marked the first time the entire M&S Food range became available for online purchase, with over 4,800 M&S products now on Ocado (20% more than the previous year). The Ocado Own Range has grown significantly, featuring over 740 products across categories including fruit and vegetables, bakery and food cupboard staples, meat, poultry and fish, and household items. Own-brand sales increased 12% in 2024, with these products now comprising more than one in ten items in shoppers' baskets. Top sellers include mixed nuts and raisins (up 212% year-on-year), organic whole black peppercorns (up 166%), and fish pie mix (up 160%). Dietary and Specialty Foods Ocado claims the largest range of vegan and organic products of any UK supermarket. The dedicated dietary section offers comprehensive filtering for gluten-free, organic, lactose-free, milk-free, wheat-free, egg-free, nut-free, soya-free, peanut-free, kosher, and vegan products. The gluten-free section alone contains approximately 2,500 products. As a participatory member of the British Retail Consortium's Nutrition Working Group and the IGD's Industry Nutrition Strategy Group, Ocado actively supports healthy eating initiatives. The company is committed to the Food Foundation's Veg pledge, increasing Ocado Own Range fresh vegetables by 10% and ensuring all main meal recipes in Ocado Life Magazine contain at least one portion of vegetables. Sustainability efforts extend to packaging, with 27 tonnes less plastic used across the Own Range, removal of 640,000 plastic nets, and elimination of at least 9 million non-essential packaging components. Value Proposition and Price Promise Ocado addresses price perception directly with the Ocado Price Promise, matching prices on over 10,000 products to Tesco.com - including Clubcard prices. This is significant: Ocado is the only grocery retailer to include loyalty scheme prices in its price-matching commitment. If qualifying products in your shop would have been cheaper at Tesco, Ocado automatically emails a voucher for the difference within 72 hours of delivery. No claims to submit, no forms to fill - the system compares prices behind the scenes daily. This policy evolved from Ocado's original Low Price Promise launched in 2012, which pledged to beat more than 7,000 Tesco goods. The current scheme, launched March 2023, covers substantially more products than competitor value offers. Smart Pass Subscription Ocado's Smart Pass subscription delivers genuine value for regular shoppers. Two tiers are available: - Anytime Pass (£8.99/month): Zero delivery charges seven days a week, 10%+ off over 500 branded items, exclusive access to 50% off sales, and priority Christmas delivery slots - Midweek Pass (£3.99/month): Same perks but for Monday-Friday deliveries only Both plans offer monthly, six-monthly, or yearly payment options. Smart Pass members get early access to sales and priority booking for Christmas slots (though standard delivery charges apply 20-24 December). Delivery Excellence Ocado's delivery experience consistently earns top ratings. Which? awards Ocado joint-first place for online grocery shopping with a 79% customer score and five stars for delivery - matching Tesco. Key delivery features include: - 1-hour precision delivery slots from 5:30am to midnight - Edit orders until the night before delivery - Next-to-no substitutions (a major differentiator from store-picking services) - Freshness guarantees on all produce - Rapid delivery via Zoom by Ocado for same-day needs Minimum order is £40, with delivery charges £2.99-£6.99 for orders under £75, or free for orders over £75. The Smart Pass eliminates delivery fees entirely. Competitive Position In the UK online grocery landscape, Ocado occupies a premium position with mass-market pricing. While Waitrose (£184.19 for a standard basket) remains significantly more expensive, Ocado's Price Promise ensures competitive pricing against Tesco. The key differentiator is service quality: warehouse-based fulfilment means better stock availability, fewer substitutions, and superior produce freshness compared to store-picking services used by Tesco, Sainsbury's, and Asda. For shoppers prioritising convenience, product range, and delivery reliability over absolute lowest prices, Ocado represents compelling value - especially with Smart Pass subscription savings. Summary From Goldman Sachs spin-off to the world's largest dedicated online supermarket, Ocado has revolutionised UK grocery shopping. With exclusive access to over 7,000 M&S products, 50,000+ items in total, Tesco Price Promise on 10,000+ products, and industry-leading delivery service, Ocado offers a premium online experience with competitive pricing. Whether seeking convenience, specialist dietary products, or simply avoiding supermarket queues, Ocado delivers quality groceries direct to over 80% of UK households.