The new look site, as well as offering groceries, now offers an initial 4,500 non-food products which is due to rise to 8,000 by September.
Non-food products include categories such as kitchenware, soft furnishings, home electronics, home and garden furniture, bathroom suites, toys, luggage and sports equipment. The site also offers ‘expert advice' information on technology products available.
The ranges will be made up of both branded and own-brand items such as ‘Different by Design' and the ‘Tu' home range as well as branded products.
Mike Coupe, trading director at Sainsbury's said that the launch demonstrates that Sainsbury's recognises the potential growth of non-food. We already cover 88% of households with our online grocery deliveries, and our research shows that our customers want to buy non food items from us too. So we believe this is the right time to build on the success of our existing online presence,' he said.
According to Hitwise, Sainsbury's UK internet traffic share dropped below Asda's between March and June of this year, as the Walmart owned retailer continues to steal share from non-food channels.
Sainsbury's had already sold a number of white goods online, including fridges, cookers and washing machines.
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