The integrated window display at London’s One New Change shopping centre allows shoppers to purchase groceries on their mobile phones, then have them delivered to their door.
The move gives Ocado its first physical presence on the high street.
The shopping wall mirrors an experiment by Tesco earlier this year in South Korea. Tesco circulated footage of how a shopping wall would work in a subway, prompting consumer excitement.
The Ocado virtual store, at Unit 23 in One New Change, will be accessible 24 hours a day and customers just have to download the Ocado app and start scanning barcodes.
Mobile devices are now used in 15% of Ocado checkouts.
Ocado co-founder Jason Gissing said: “The virtual shop window is a bold move for Ocado and something we are very excited about.
“We hope this trial is a hit, and based on its success, we’ll be looking at options around continuing this ‘virtual window shopping’ approach in other locations UK-wide.”