Waitrose has launched its revamped website as it prepares for rapid expansion of its ecommerce sales over the next 10 years.

The £10m new platform, which includes a rebranding of its delivery service from Waitrose Deliver to Waitrose.com, aims to transform customers’ experience.

Going live on Wednesday March 9, the platform also includes a partnership between the supermarket and The Woodland Trust, the UK’s leading woodland conservation charity, which will see the chain become the first UK grocer to link the planting of trees to the success of its delivery service.

Under a new CSR initiative, for each home delivery completed, the supermarket chain will contribute funding towards the planting of wild cherry, hazel and silver birch trees amongst others, to further the creation of future British woodlands.

Mark Price, Waitrose Managing Director, said: “We’re not only improving our customers’ shopping experience online but making a positive contribution to the environment at the same time.” Around 30 acres of woodland is expected to be created before the end of the year.

The new launch will also see Waitrose go head to head with Ocado with the roll out of its delivery service within the M25. It is expected to be fully rolled out by July.

Waitrose, which set up an online delivery service in selected branches in 2000, will also remain the only major UK grocer to offer free delivery for orders over £50.

The new website will also be more personal, allowing the customer to make specific requests to the personal shopper responsible for collecting their shopping, and offering its normal service from its counters.

Waitrose’s online grocery service is currently available from over 95% of its branches outside of the M25.