Ocado has launched a new tool aimed at stealing shoppers from its rivals including supply partner Waitrose.

The online grocer has introduced new software on its site allowing shoppers to import their ‘favourites’ list from rivals Asda, Tesco, Sainsbury’s or Waitrose.

The etailer said switching online supermarkets was previously a “time-consuming chore that put many consumers off trying a competitor service” but that shoppers are now free to switch their data over easily.

Ocado co-founder Jason Gissing said: “We are giving shoppers more choice and more freedom, ruling out the need to start from scratch when doing their weekly shop.

“We know online shoppers want to try Ocado, but feel trapped as their favourites are stored with their current supermarket – with this initiative we are giving the power back to the customer.”

The feature will also allow shoppers to take their ‘favourites’ list from Ocado to another online grocer.

Ocado has been in the spotlight after inking a deal to aid Morrisons’ online grocery launch by next January. The move has angered its largest supplier and retail rival Waitrose which has tasked lawyers with studying the agreement between Morrisons and Ocado.