Asda is to roll out its click and collect grocery service to 100 stores by the end of the year following a 6-store trial.

The grocer will follow this with a full roll-out nationwide next year covering 98% of postcodes, Judith McKenna, chief operating officer of Asda told the IGD Convention in London.

Tesco said last week at its interim results that its click and collect drive through grocery service is now available in 90 locations.

Asda has also this week started installing free wifi across its 550-store portfolio with a roll out slated to be completed by the end of the year. The grocer said this will enable free internet access for its 18 million customers, a service which has been endorsed by Mumsnet.

McKenna said customers are determining the pace of change and the lines between online and offline shopping are blurring.

Asda expects 20% of all online orders this Christmas – whether groceries, clothing brand George or general merchandise – to come via mobile. A year ago that figure was practically zero.

McKenna added that parent Walmart is helping Asda with mobile development.