Asda is entering the voice shopping market using Google’s voice assistant.
As of this week, customers can add items to a virtual basket by talking to a smartphone or speaker equipped with voice-activated Google Assistant.
Launched by the supermarket’s parent company Walmart last year, the service is initiated when customers say to their device “OK Google, talk to Asda.”
Tesco already partners with Google to offer voice shopping and is set to launch a new app within weeks to improve the service.
“We’re incredibly excited about the integration with Google,” said Asda’s senior director of e-commerce Phil Wilkinson. “Colleague and customer testing was a huge success, with customers telling us they loved how easy it was to shop.”