Sainsbury's Online
Sainsbury's Online is an electronic commerce website operated by Sainsbury's, the UK's second largest supermarket chain. It offers a wide range of other products, including electronic goods, books and financial services. History. Sainsbury's started e-commerce home delivery operations in 1995 when it introduced ‘Wine Direct' for internet wine sales. In 1996, on Monday 30 December it was announced that Sainsbury's has joined forces with Hewlett-Packard for the development of an Internet-based supermarket offering a full range of products. The new supermarket was expected to be launched in March 1997 . In 1998 the service was extended back to food with the launch of ‘Orderline'. This enabled customers to order their shopping via telephone, fax or the internet and have it delivered to their front door. On 22 November 1999 Sainsbury's started e-business in partnership with LineOne. On 23 March 2000 J Sainsbury plc announced a business-to-business e-commerce venture and on 12 April 2000 the home shopping service was re-branded 'Sainsbury's to You' and 'Sainsbury's entertain You'. Following the appointment of Justin King as Chief Executive in 2004, the home delivery service has  once again been re-branded, to 'Sainsbury's Online', although its vans are sprayed with 'sainsburys.co.uk'. The company closed down its online entertainment home shopping service in 2007 due to losses, with a slimmed down range complementary to the core grocery shop. On the evening of 25 July 2009, around 6pm, Sainsbury's launched 4,500 non-food products online, increasing to 8,000 products by September 2009, to help compete with Tesco.com and Asda.com. The re-launched website includes the core categories of Food and Drink, Home and Garden, Technology, Appliances, Toys and Games, Sports and Leisure and Finance. However , Sainsbury's does not offer a catalogue service like Tesco and Asda.