Deeside based Iceland comes out top for online shopping.

Deeside-based Iceland is the UK’s top supermarket for online shopping, according to a Which? survey of more than 7,000 shoppers.

The frozen food retailer which offers free delivery for orders over £35 – edged out more experienced rivals Waitrose and Ocado from the top spot.

Iceland’s online service was awarded a rating of 77% for offering the best value for money as well as a high-quality own-brand products

The poll of 7,009 shoppers, carried out in November, showed Asda as having the worst online service, with customers scoring it 65%, Co-op was ranked worst for in-store satisfaction – for the third year in a row.

Which? say shoppers aren’t especially impressed with anything about The Co-op – it was the only supermarket not to be rated as ‘good’ in any of the categories.

The survey also revealed Tesco, the UK’s largest retailer, came second from last for in-store satisfaction, disappointing shoppers with stock availability and staff helpfulness.

Asda was the only online supermarket not rated as good for products being in stock, and was one of only two that didn’t get a good rating for ease of finding products.

For Iceland, Which? say its the prices stand out – it offers better value than any other online supermarket according to those they surveyed, they also give it full marks for its offers.

Shoppers really like that the value for money extends to delivery, which is free when you spend £35 or more – less than any other supermarket requires you to pay to get free delivery.

The quality of Iceland’s online delivery service was the most frequently mentioned reason for people shopping there more Which? say.

Iceland’s founder and chief executive Malcolm Walker said:

“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.”

Top of the online shops (scored out of 100)

• Iceland – 77
• Waitrose – 74
• Ocado – 73
• Morrisons – 72
• Tesco – 68
• Sainsbury’s – 67
• Asda – 65

Which? director of campaigns Alex Neill said:

“While value for money remains a high priority, people want special offers to genuinely be special and they want a pleasant in-store shopping experience.

“When it comes to online shopping, we know convenient and low-cost delivery slots are prominent factors in where people choose to shop.

Top of the high street grocer shops (scored out of 100)

• Waitrose – 75
• Aldi and Marks & Spencer – 69
• Lidl – 67
• Iceland – 66
• Sainsbury’s 63
• Asda – 61
• Morrisons – 60
• Tesco – 59
• The Co-op – 57