Aldi has made its first foray into online shopping with a wine delivery service.
The German discounter revealed it has invested £35 million to establish the online service.
There are plans to expand the operation to include cycling wear, electrical items, camping equipment and clothing later this year.
Aldi has started its online offering with 90 wines, including rose and sparkling wine. Customers can choose a case of six wines or order a ready-mixed case from a selection of regions.
Matthew Barnes, UK chief executive, said online sales are an important step forward for Aldi.
“Starting with wines is a logical first step for us. It’s a stand-out category for Aldi and often the entry point for customers who haven’t shopped with us before,” he said.
The new service will be available across the country with the expectation of Northern Ireland. Delivery is free for orders over £50, but smaller orders will cost £3.
Aldi currently operates over 630 UK stores and plans to open a further 83 this year. It aims to reach 1,000 stores by 2022.
Aldi and Lidl claimed a combined market share of 10 per cent in November after their smaller, cheaper stores won more middle class customers from the big four of Morrisons, Tesco, Asda and Sainsbury’s.
Aldi sales were up 20.6 per cent in the final quarter of the year, while Lidl sales jumped 17.9 per cent, according to Nielsen data.
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