UK grocer Asda announced yesterday [Monday] the completion of the initial rollout of its Sky Active home shopping service, which will enable consumers to buy their weekly shop from their television, via all 33 home shopping stores.

Asda, the third largest supmermarket chain in the UK, says it currently ranks as Britain’s biggest digital TV grocer. The service was initially launched on Sky Active and the first digital TV orders were placed from its High Wycombe and Leeds stores in February this year.

The “t-commerce” service is now available to 8.5m UK households and is due to extend to 14m by the end of the year.

Sheena Forde, ASDA’s director of e-commerce, said: “Our customers are twice as likely to have digital TV in their homes than have web access through a PC – a digital TV home shopping service was an obvious move. No one is catering for these customers and the fact that almost all our Sky Active business is new business proves that.”