Iceland named the UK's best online store by Which? survey

Iceland has been named as the UK's best online grocer in the annual Which? supermarket survey.

The retailer achieved an overall customer score of 77% and five-star ratings for value for money and convenient delivery slots, ahead of Waitrose, Ocado, Morrisons, Tesco and Sainsbury's.  

The survey also gave Iceland four stars for the quality of its own label and fresh products, as well as the ease of finding products online, stock availability, substitutions and driver service.

Iceland began its home delivery service in the UK 20 years ago, and  launched online in 1999 – at a time many customers did not even have PCs. Iceland used its in-store capabilities to take orders via the phone and pick the goods from the store, but soon realised this was not a good use of resources and ended the service in 2005.  

The retailer relaunched online in May 2013, with an investment of just over £1 million. Iceland's eCommerce operation was initially linked to 25 of its 800+ store estate. Orders placed via the internet were fulfilled by the shopper’s local store, and this system extended to 280 stores in the south of England by the end of 2013. 

Iceland founder and CEO, Malcolm Walker, said: "Since we relaunched…our service has grown rapidly thanks to our easy-to-use website, great products and brilliant people – and we now make around nine million home deliveries every year.

"The Power of Frozen allows us to offer a unique range of great quality food from all over the world, all year round. That means all the products you would expect, like pizzas, prepared meals, frozen fruit and vegetables and desserts, plus many that you might not – from asparagus, kale and quinoa to ostrich steaks, Dover sole, cod loins and crème brulée. We also offer great ranges of chilled food and branded grocery products," he added.

According to 7,000 shoppers surveyed at the end of last year, Iceland also scored 66% for in-store customer experience, putting it at fourth place in the Which? in-store supermarket league table ahead of Sainsbury’s, Asda, Morrisons and the Co-operative.