As the grocery giants play catch-up with sector leader Tesco in the e-tail stakes, Sainsbury's unveiled plans to roll out its own e-commerce site to consumers in southern England during October.

The online strategy at Sainsbury's has suffered a series of setbacks over the last few months, notably when its interactive television JV with Carlton was axed, but the group has now decided to launch its Sainsbury's to You service in North Kent, Hampshire, Oxfordshire, Sussex, Bedfordshire and Essex.

A spokesman for the company told Retail Week: "This is further evidence of our commitment to expanding Sainsbury's To You. We think that there is a demand for the service in these areas."