Asda and Tesco have both launched transactional mobile optimised versions of their grocery sites, allowing shoppers to order their weekly shops via a smartphone.

Asda has concentrated on delivering a simple site allowing users to carry out the same functions as on the desktop site. Customers can register, amend orders and search for thousands of products. Shopping is straightforward, the search is as good as on the desktop site and the filter by department, brand and type options mean that you can find products without endless scrolling.

Tesco’s site offers much the same functionality as Asda, although Tesco has added prompts to encourage customers to bookmark the site and make shopping via smartphone a habit.

Neither grocer has added information about their apps to the mobile sites. Tesco in particular could benefit from pushing people from the mobile site to their app where they can shop using barcode scanning and other extra features.