MySupermarket

Overview

The site analyses the products in a shopper's trolley and suggests swapping some of the items for cheaper substitutes or alternate sizes that offer better value. In addition, it compares the entire price of the trolley between stores and allows the user to switch to another store at any time before transferring their trolley to their chosen supermarket. mySupermarket has 14 stores on the site with pricing taken directly from retailers’ websites. It is claimed a weekly shopping bill in the UK can be reduced on average by 20-25%.

It is the third UK online grocery retailer in terms of online traffic – just after Tesco and ASDA. More than 200,000 families regularly use mySupermarket, with around five million people visiting the site each month. Research conducted by the company has shown 49.5% of visitors to the site will go onto purchase in-store within 48 hours.

mySupermarket's more recently launched SHOPS provides an online marketplace for over 100 independent UK merchants. SHOPS stocks food, health and beauty items and gifts and products are searchable by category.

History

mySupermarket.co.uk launched as a UK-based supermarket shopping and price comparison site in October 2006, using data on four of the main supermarkets Sainsbury's, Tesco, Asda and Ocado.

In November 2011 it launched a Health and Beauty website with price comparison services for health, beauty and skincare products.

In June 2013, the company launched a mySupermarket.com for the United States market. In July 2013, the company launched a mobile app that could be used both online and in-store.

In November 2014 Insights was launched, a real-time dashboard to track product sales and market share across UK supermarkets. The tool allowed marketers to track performance and make changes daily to their campaigns rather than waiting for post-season analysis.

In June 2015, the company launched mySupermarket SHOPS, an online shop offering wares from more than 100 local and independent UK retailers.

Corporate affairs

mySupermarket Limited is a private company, owned by a group of investors and mySupermarket employees. In May 2007, mySupermarket.co.uk received a £3 million investment from venture capitalist firms, Greylock Partners and Pitango. These funds were earmarked for structured marketing of the site to increase its regular users. In April 2012, mySupermarket.co.uk received an investment of $10 million from WPP and existing investors.

Reception

The site was initially described (in 2006) as "pretty time consuming" to set up, though by 2007 This Is Money described it as having "a very straightforward design and intuitive process". By 2013 Good Housekeeping magazine described the site as easy to use, with better savings achieved when spending over $75.00 to avoid shipping charges.