With online performing well again after the post-pandemic slowdown, how will Morrisons drive growth online as it aims to have the same share online as it does through physical stores?
Online to provide long-term growth opportunity
IGD forecasts show online is set to be the second fastest-growing channel between 2024 and 2029, with sales advancing by 20.8%, to £10.7bn. While future growth will be tougher in a channel now serviced by many retailers, Morrisons multi-platform online offer through its site, Ocado and Amazon will provide it with opportunities to increase its reach and options to build sales with shoppers wherever they are.
As part of its strategy to drive long-term, sustainable growth, Morrisons has identified online as an opportunity for new value creation. The retailer believes it has underserved the online channel and sees room for doubling its share of online grocery sales.
Morrisons has a broad online offer with delivery partnerships with Amazon, Deliveroo, and Just Eat. In July 2024, it extended its partnership with Just Eat to over 400 stores, with a similar expansion with Uber Eats in October, adding its larger formats to the service for the first time. This followed its decision, in August, to include 500 Morrisons Daily stores on Deliveroo, meaning its partnership covered about a third of its convenience store estate.
Meanwhile, to make the experience increasingly seamless for shoppers, the retailer extended the channels where shoppers could earn More loyalty points to Amazon in September 2024 and Deliveroo in March 2025. This enabled shoppers to earn More points that they could put towards Morrisons Fivers shopping vouchers.
To help it attract new shoppers, in February 2025, Morrisons partnered with the disability discount platform, Purpl. There are an estimated 16.1m disabled people in the UK, who could receive a 10% discount on purchases made via Morrisons online shop when they spend £25 or more per transaction.
The initiative followed the launch, in January, of an on-demand digital private pharmacy service, under the Morrisons Clinic brand. The service, operated with online pharmacy Phlo, enables shoppers in England to access medication for a range of needs, without having to go to a GP appointment.
Morrisons chief executive, Rami Baitiéh, said: “At Morrisons, we’ve always believed that great value and great service should be available wherever our customers choose to shop – whether that’s in store, on their doorstep, or at their fingertips. As we scale our online presence, we’re doing more than just meeting demand – we’re redefining what it means to be a modern food retailer.
“From quick commerce to digital health services, and inclusive initiatives like our Purpl partnership, we’re building a platform for long-term, inclusive growth. This is not just about technology; it’s about people, purpose, and progress. Our ambition to match our physical market share online isn’t just a target – it’s a transformation, and it’s one we’re ready to lead.”
Online growth requires long-term thinking too
As Morrisons looks to build a shopper-focused online offer and fulfilment options that enable it to meet shoppers’ demands whenever and wherever they are, it requires all parties involved in its value chain to think long-term too. For suppliers, it will be key to work with the retailer to develop joint business plans that proactively create ways for Morrisons to offer unique promotions that inspire and delight shoppers.
This will be important as promotions and retail media opportunities increasingly become omnichannel in nature. In conjunction with its focus on its More Card loyalty programme, Morrisons will be aiming to drive loyalty across all its channels, especially where it can use first-party data to improve the offers and services it offers its shoppers.
Also, as it extends its reach through quick commerce solutions, companies must seek opportunities to work with Morrisons and its quick commerce partners to identify the products that maximise the channel’s opportunities and drive growth.
Charlotte Exell, Online Director for Morrisons, said: “Online is a major growth opportunity for Morrisons, and we’re committed to ensuring our digital offer is as strong as our presence in physical stores. By expanding our partnerships, enhancing convenience, and integrating More Card benefits across multiple platforms, we are making it easier than ever for shoppers to choose Morrisons online.
“At the Trade Briefing, I’ll be sharing more on how we’re driving long-term, sustainable growth in this space – creating seamless shopping experiences that keep customers coming back.”
Find out more about the Morrisons Trade Briefing in June and book your tickets
