Ocado has slashed the number of questions new customers have to answer in order to start shopping online.

It has cut the number of registration fields from 14 to four, so new customers only have to give their name, email address, postcode and a password to start shopping. It had previously also asked for their shopping habits and preferences.

The new process would make it easier for customers to shop, it said.

“It is part of a wider effort to reduce the friction to shop - which is why we made it possible for customers to log in to the site via Facebook last year,” said director of grocery retail and marketing Lawrence Hene.

Customers will still be able to provide their family details and shopping preferences later. Answering these questions ensures that the offers and recommendations Ocado makes are as relevant as possible.

In the past fortnight, it has also enabled shoppers to invite friends via Facebook. From the Ocado site, shoppers can send an invitation, which appears as a private message in Facebook.