Sainsbury’s has implemented a minimum order for online shoppers as it tries to “discourage” smaller baskets.

The grocer will introduce a £25 minimum basket excluding delivery charges for online grocery customers from October 24. Previously there was no minimum order for shoppers.

In an email to customers, Sainsbury’s online director Jon Rudoe said: “Each time you book a delivery slot you will need to order at least £25 worth of products at that time, excluding the delivery charge.”

Sainsbury’s said that the order price was in line with the market. A Sainsbury’s spokesman told Retail Week: “The £25 minimum order is less than that of many of our competitors, some of which charge up to £50. We have very few orders under this amount and have worked hard to minimise any impact on customers.”

Shore Capital analyst Clive Black welcomed the move. He said: “This is Sainsbury’s starting to get to grips with the economics of online fulfilment so it’s good news. Justin King has talked about it costing up to £20 to pick and distribute online grocery. In that respect it’s trying to discourage smaller baskets.”