MySupermarket is to launch a new buying platform showcasing the “high-quality” wares of local and independent retailers across the UK.

Butchers, bakers, greengrocers and chocolatiers are among 100 retailers that will sell products via the Shops portal, which goes live today (15 June).

Unlike London-focused services like Hubbub, which delivers meat, fish and groceries within the capital only, Shops will deliver nationwide, with each retailer setting their own delivery fee.

According to mySupermarket spokesman Rafi Mendelsohn, the service aims to bridge the gap between quality and convenience by allowing users to buy specialist, independent produce from their homes.

“People want to save money on the toilet paper and washing detergent and use that saving on a nice bottle of wine or meat,” he said. “People can carry on saving money on their supermarket shop but now they can also buy high-quality and unique items from independent retailers that aren’t available in supermarkets.”

Mendelsohn added the businesses signed up to Shops would be able to ‘reach’ previously unattainable shoppers - mySupermarket attracts five million visitors each month, while 700,000 use the mobile app.

Belgravia chocolatier Rococo Chocolates, gourmet food store the Greenwich Pantry and Atkins & Potts are among the retailers signed up.

“When you shop on Shops you will be shopping per retailer,” Mendelsohn added. “It might be an independent butcher. You fill the basket with their products, complete your purchase, they can send it to you straight away.”

Meanwhile, mySupermarket has also relaunched its website in response to more people browsing on the go, with the new design being easier to use on mobiles.