Morrisons online sales grew more than any other UK supermarket in December as its partnerships with Amazon and Deliveroo supercharged sales.
Online sales at the UK’s fourth largest supermarket jumped 190 per cent last month, far outpacing any of its larger rivals, according to the latest data from Kantar Worldpanel.
According to GlobalData’s senior retail analyst Thomas Brereton, its strong performance over the holiday period was “largely driven by its expanding online offer, a portfolio that now includes ‘Morrisons on Amazon’, a strong partnership with Deliveroo and innovative propositions such as its food boxes”.
Brereton added that Morrisons says online sales have more than tripled during the start of Q4 which he says is “a growth figure that will be hard for rivals to match”.
While Morrisons was the last of the Big 4 supermarkets to adopt online grocery, this has seemingly worked in its favour, allowing it to respond with unparalleled agility to meet lockdown demand by expanding its partnerships with Amazon and Deliveroo.
This was also made possible by its loosening of ties with Ocado, which it signed an exclusivity deal with in 2014.
“While analysis must bear in mind that, pre-COVID-19, Morrisons had a smaller online operation than its competitors (and thus easier to achieve higher growth), it has embraced the shift in consumer spend from offline to online as well as any of the major players,” Brereton continued.
“This has clearly not come at the expense of store development however, opening three stores during the period (bringing the total to six for the year) and cleverly adapting tired McColl’s stores into fresher Morrisons Daily fascias (31 in total, with conversions likely to continue apace in 2021).”
It comes after Morrisons published its third quarter results, seeing like-for-like sales jump eight per cent in the 22 weeks to January 3.