Aldi has stepped its push into the online channel and started selling non-food products. Less than two months after it launched its online wine store, the discounter this week started selling items from its popular ‘Specialbuys’ range on its UK website.

Products currently available range from gardening tools and kitchenware to clothing lines with free delivery being offered as part of a launch promotion. New products are released twice a week with lines available until they sell-out. 

Aldi revealed that its e-commerce platform had performed “very well” since it launched the wine offer seven weeks ago with it attracting around one million users each week. It added that a significant proportion of the users were based in London and the south east of England, expanding its reach in these key affluent areas where it is currently under-represented in terms of physical stores. 

However, a move to offering its full grocery range online remains some way off with a company spokesperson yesterday reiterating Matthew Barnes, Aldi’s UK Chief Executive’s statement last year that it had no plans to sell food on its website which would require a substantial investment. 

NAM Implications:

• Having touched a live nerve with online wine, Aldi are adding uncomplicated non-food...
• Surely, an interim step on the way to an online discounter food offering
• ...with online learnings determining key items instore
• Real issue for suppliers is that the ‘infinite space’ of online retail may encourage Aldi to shift their brand-private label balance
• Worth suppliers giving them a little encouragement