The number of shoppers buying groceries online is set to double in the next five years, according to the man responsible for Asda’s online sales.

Tony Prescott, multi-channel trading director at Asda, told The Grocer online shopper numbers were set to double to £1.4m a week by 2013, as today’s teenagers become grocery-buying adults.

“Children have grown up with this kind of technology. It won’t scare the consumer of the future,” he said.

A survey published this week by price comparison website shopzilla.co.uk showed two in ten people who currently shop online for items including electricals, books and CDs rule out buying groceries.

“The biggest market penetration is music, video and games,” said Prescott. “With groceries people like to see the products and squeeze them.”

But he added once customers had tried shopping for groceries online, they were reassured they were not being fobbed off with products nearing the end of their shelf-life.

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