Ocado may divide opinion but nobody can doubt that its technical expertise is top notch.

Ocado may divide opinion but nobody can doubt that its technical expertise is top notch.

So it was with a wry smile that it must have launched its latest bit of technical gadgetry to its website.

Ocado has launched a tool to allow shoppers to import their ‘favourites’ list from other supermarkets over to their own.

The etail grocer believes these lists have prevented some people moving over to Ocado because they just can’t be bothered to build up a new list. And starting online grocery shopping from scratch can take a long time, especially for large families.

The tool allows shoppers to swap from Sainsbury’s, Asda, Tesco or, more amusingly, from its supply partner, Waitrose.

It’s an interesting move and one which no doubt some consumers will want to try.

But it’s unlikely to send thousands of customers into the arms of Ocado. There are other reasons why shoppers stick to their favourite grocer.

It will no doubt niggle Waitrose boss Mark Price further though. The rocky relationship is on thin ice following Ocado’s deal with Morrisons and Price is likely to come out fighting.