"Morrisons, which had the worst performance of any supermarket chain over the lucrative Christmas period, risks being left behind as the online market soars, analysts warn. When it goes online, it will have to run fast to catch up with rivals who have been selling food over the internet for more than a decade. Tesco.com went live in 2000. Ocado, the upmarket online grocer that sells Waitrose goods, dispatched its first van in 2002.
"Online groceries is about 4.5% to 5% of the market. It is growing around 15% per annum and by 2020 we think it will be worth between 10-12% of the market," said Clive Black, head of research at Shore Capital. "[By 2020] Morrisons would effectively be competing only with 88% of the market and that is a very difficult task.""
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