Asda is strengthening its online team in the run-up to the relaunch of next month.

Asda, which claims its online business is growing at 100% year-on-year, is now searching for a general merchandise head of operations for, an e-commerce operations manager.

It is also looking for individuals with "entrepreneurial flair" to become general merchandise trading managers for areas of, including electricals, flowers, entertainment and travel. Asda

CEO David Cheesewright told The Grocer earlier this year that was expanding its online general merchandise offer as part of a revamp of the site in a bid to compete more effectively with Tesco and Argos.

Cheesewright said he hoped the full store offer would be available on the improved, easy-to-navigate website, which relaunches next month.

The only exception would be George clothing, which would come later. Asda would also be offering certain GM products exclusively online.

"We are committed to our dotcom business and see it as one of the key growth areas," said an Asda spokesman. "The electricals and GM online business illustrates this and customers can look forward to more new products and services online this year."

Asda plans to take more control of its online business from third-party operators and handle more on-site merchandising itself.

The GM head of operations will be responsible for improving the business and customer satisfaction and reducing costs.

The e-commerce operations manager will support the performance of the general merchandise sites.

Cheesewright's team is developing the online platform at Wal-Mart's request. Once the project has been established in the UK, Wal-Mart intends to roll out the model globally.