Last week Sainsbury’s launched its non-food offer online. But how does the site compare with those of rivals Tesco and Asda?

The sites are fairly similar in terms of look and navigational functionality. Sainsbury’s has also followed Tesco’s lead with its buying guides for various different product categories. But all of these sites are imitations of the biggest and best – Argos.

Sainsbury’s was already selling white goods online through a white label deal with DRL on a separately operated site. This is still in place, meaning part of the grocer’s non-food offer must be purchased through a separate checkout and delivered separately.

Also let’s not forget that it has only been a year since Sainsbury’s suffered a web meltdown – with its grocery site unexpectedly out of action for 48 hours. Since then it has been taking the site down for maintenance for whole weekends. It’s one thing to do that with loyal online grocery shopping customers, but it might find that non-food shoppers don’t have the same patience.