Aldi makes online shopping debut by selling wine

Aldi made its first foray into online shopping as the supermarket started selling wine through its website.

Bosses revealed they have invested £35 million in the launch of the online operation, and plan to expand from booze into cycle wear, electronics, camping equipment, clothing, gardening and DIY tools later this year.

The German discounter’s traditional rivals, Tesco, Asda, Sainsbury’s and Morrisons, will be watching nervously, as Aldi has already shaken up shopping habits on the British High Street, but has not yet ventured into online — until today.

Shoppers will be able to choose from 90 different wines, bought by the case.

It follows Morrisons and Waitrose who both started online by selling drinks.

Aldi’s UK boss, Matthew Barnes, said: “Starting with wines is a logical first step for us.

“It’s a stand-out category for Aldi and often the entry point for customers who haven’t shopped with us before.”

Alid and its closest competitor Lidl were declared the winners of the Christmas selling period, achieving sales growth well ahead of the rest of the market.