Waitrose Website Is A Hit With Shoppers

Waitrose.com has been boosted by a flood of positive comments from online shoppers despite initial problems when it relaunched the site in 2011.

Market researchers at Spectrum Insight said they analysed millions of comments on forums from online shoppers and found that Waitrose.com was the only grocery site to receive more positive comments than negative ones.

In 2011, following a £10 million overhaul of the site, it was the most criticised of the supermarket sites, according to The Grocer magazine. Customers complained that, among other things, the site was too complicated and difficult to use.

But Spectrum Insight director Mark Westaby told The Grocer: 'Consumer response to the website improved dramatically through to about one year ago, since when it's consistently been seen as the best of all supermarket sites.'

Waitrose has consistently made efforts to improve its site in response to customer feedback.