The websites of some of the UK’s largest supermarkets have come under serious scrutiny for the delivery decisions they make following a survey carried out by the consumer champion Which?

500 online shoppers were questioned as part of the research, which found that 20% of shoppers at and Sainsbury’ have received unacceptable product substitutions in the past. fared slightly better with less than 10% of customers saying they had been sent items they were not happy with.

The survey, which also included users of the Asda and Ocado websites cited poor substitutions for original orders. Examples of the poorest substitutions included a Flash lemon cleaner sent to a Sainsbury’s customer who ordered fresh lemons, and one Tesco shopper  who received a chocolate pudding in the place of the black pudding they had ordered.

One site that was commended for its substitution system was which allows customers to tick item by item if they are willing to accept the replacements suggested.

Experts predict that a increase in competition in the marketplace and cutbacks in spending will see online trade slow in the coming years. If this is the case, it is imperative that customers needs are met and that ultimately they receive exactly what they order or a suitable alternative.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not necessarily represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit