Sainsbury's has added 4,500 non-food products to its online offer in a bid to take on Tesco Direct and Asda Direct.

Kitchenware, soft furnishings, home electronics, home and garden furniture, bathroom suites, toys, luggage and sports equipment are all now online, although Sainsbury's has opted to integrate the non-food selection into its main website, rather than launch a separate site like Tesco and Asda.

"We think actually we have taken a step forward in the market with the level of integration, and that will be a point of learning for our competitors," said Tanya Lawler, director of direct channels.

The number of SKUs will be upped this autumn to 8,000, including baby and nursery, which Lawler said was a key category for many Sainsbury's customers. However, she refused to say whether or not Sainsbury's would introduce a catalogue and kiosks in stores, as Tesco and Asda have done.

Meanwhile, this week Waitrose launched a "virtual homeshop" on waitrose.com offering home and kitchen lines from its parent company John Lewis Partnership. The ranges will also be available in 18 of its larger stores.