The changes could include a 'Click and Collect' service, which would enable consumers to order goods online for collection in store. Sainsbury's has applied to make the 'Click and Collect' term a trademark under its umbrella brand.
The potential development also coincides with Asda's roll-out of its online collection service, Adsa Direct, across 150 stores.
A spokeswoman for Sainsbury's, the UK's third-biggest supermarket chain, confirmed that it was looking at offering different types of services but declined to provide details.
Sainsbury's plans were revealed last week in its interim report. It said: 'Further revenue and capital investment is being made in the company's non-food online offer and improvements to the infrastructure supporting the overall non-food offer in-store.'
Sainsbury's website was relaunched in July when it offered 4500 non-food products. This has now been increased to 8000 in the run-up to Christmas. Categories available include soft furnishings, kitchenware and home electronics. The site, created by digital agency AKQA, also offers 'expert advice' on technology items.
Sainsbury's reported sales growth of 3.7% to almost £11.2m in the first half of the financial year.
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