Ocado is hoping a website redesign will boost sales by speeding up transaction times.
The site has been given a complete overhaul by an in-house team over the past nine months.
New features, such as an extended favourites section with three-month order history and a photo illustrated trolley, are designed to simplify the ordering process.
In a two-month trial involving 10% of Ocado's customers, basket sizes were consistently higher than the £113 average.
"The new features have been defined almost
entirely by customer feedback and aim to improve convenience and ease of use while speeding up ordering time and improving accuracy," said head of trading and marketing Jon Rudoe.
"In the near future, Ocado will notch up its eight millionth order, so it is fitting we mark this milestone with a new website that reflects our commitment to always improving service, value and choice."
Other improvements include tabs that signpost areas on the site, colour-coding that shows customers what products they have bought before and which are already in the trolley, and 'smart' shopping lists to prompt shoppers about items they might be running out of.
Price-conscious consumers can now base their shopping solely on available offers thanks to a new 'search by offer' facility.
"Beyond the customer benefits, the new site has very positive implications for efficiently managing the future of the business," said head of selling systems Laura Phillips.