Which? names Iceland as Britain‘s favourite online retailer


Iceland was named Britain‘s best online retailer according to the Which? annual supermarket survey, a yearly survey of 7,000 members of the general public. 

This year’s Which? review saw Iceland achieving an overall customer score of 77%, as well as five star ratings for value for money, offers and convenient delivery slots. Online grocery shopping has grown exponentially in recent years, and these results put Iceland in front of even the exclusively-digital supermarket Ocado. 

“We are thrilled to have received this huge accolade from such a discerning publication as Which?,” said Malcolm Walker, Iceland Founder and CEO. “Iceland pioneered home delivery in the UK 20 years ago, and launched the first nationwide online shopping service in 1999, so I can say with confidence that we have more experience in this area than anyone else. Since we relaunched online in 2013 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.” 

Walker took the opportunity to draw attention to the upcoming ‘Power of Frozen‘ range, a selection of new Iceland products that will include everything from pizza to quinoa, from frozen fruit to crème brulee. 

The chain also earned four star ratings for the quality of its own label and fresh products, the ease of finding the right products online, items being in stock, substitutions and driver‘s service. 

Iceland also performed well as a traditional supermarket, ranking fourth on the in-store supermarket table with a customer score of 66%, putting Iceland ahead of Big Four rivals Sainsbury‘s, Asda and Morrisons.  

“We are committed to delivering an exceptional range of great tasting and great value products through Britain‘s best online shopping service and to bringing our customers continued excellence in all aspects of the Iceland shopping experience,” Walker continued.” 


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