Asda today (19 August) announced the launch of a mobile optimsed website that allows customers to buy groceries online using a smartphone.

Wal-Mart Stores-owned chain said that more than half of Asda’s online grocery customers have a smartphone and the new website, which has all of the features of the main site, was developed in response to this trend.

It also includes a store locator that offers maps and directions.

Kate Cuthbertson, Asda’s head of mobile strategy said: “We know our customers want shopping convenience at their fingertips, so we’ve developed an easy-to-use grocery website, fully accessible from smartphones, with the option to add or amend orders right up until the evening before delivery.”

“The mobile site was an international collaboration between Asda and the Wal-mart mobile team based in the US. We’ll be constantly updating and improving the site over the next few months.”

The move follows the launch of the Asda Price Guarantee iPhone App which has been downloaded by more than 250,000 customers since October 2010.