Tesco Direct is increasing its online offer by 25% and rolling out its non-food catalogue to more stores next month.
In a bid to gain market share from Argos, Dixons and Amazon, it is increasing its non-food range online from 8,000 to more than 10,000 products.
Meanwhile, the number of lines available in the new catalogue launched next month will also grow massively - from 1,500 to more than 7,000.
As well as ordering from the website and over the phone, more customers will be able to order from the catalogue in-store.
The number of stores with ordering points will rise as desks are installed in all new superstores and more existing stores. Even customers in some of Tesco's small format stores will have access to non-food lines. A Metro in Ealing will get a catalogue desk next week, for instance.
"One of the most surprising things about the soft launch is how popular the desks have been," said Steve Robinson, chief executive of Tesco Direct. "We want to be the first choice for customers over Argos, Comet, Dixons, John Lewis or Amazon. We aim to make Tesco Direct the first place people will look for non-food."
Tesco's drive into non-food was good for consumers generally as furniture retailers and catalogue shops would have to improve their services to keep up, he said.
Four million copies of the new catalogue will be printed initially. Toys and electricals will feature heavily and there will be more furniture, seasonal goods, DIY and sports equipment, including swimming pools and equestrian and fishing gear.
"This is going to be a much bigger book and will create a real thud when it lands," said Robinson. "A pile of 1,000-page catalogues in front of store is going to make a real statement. People are going to notice and they will fly.
"People will see the range is strong and the price is great. Once they try it they will come back."
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