The company is dropping the Sainsbury's to You brand as it aims to claw back some online ground on Tesco.com.
The new service will be hosted at the main site, Sainsburys.co.uk, and has been totally overhauled. It will feature 20,000 products, aims to offer improved navigation, and has a new look and feel to reflect Sainsbury's new "Try something New Today" brand identity.
The site was redesigned by Sainsbury's incumbent digital agency AKQA and follows the grocer's strategic review last October.
The company said the new site featured improved product information and images, as well as an easier login and registration process. It said the relaunch builds on improvements in the last year, which had increased the site's speed by up to 50%.
Sainsbury's already offers shoppers £10 off their shopping if delivery arrives just one second outside a one-hour delivery slot, a service that rolled out last September.
The chain remains in the online shadow of bitter rival Tesco. After initially committing to dedicated warehouses to fulfil site orders, Sainsbury's overhauled its strategy to mirror Tesco.com's, which delivers from its stores.
However, a report by Jupiter MMXI last year found that Sainsbury's still trailed heavily behind, attracting 1% of the UK's internet visitors to Sainsbury's To You compared with the 6.6% who visited the Tesco site.
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