Sainsbury's has launched a mobile version of its general merchandise shopping website, allowing customers to shop for products on their mobile devices. Customers can search for the item they are looking for or browse the 15,000 products available including many from top brands such as Apple, Sony and Le Creuset.

Tanya Lawler, Sainsbury's director of digital and cross channel, says: "We know that our customers are increasingly looking to engage with us digitally and this new mobile shopping site is a big step towards Sainsbury's becoming a true cross channel retailer. Customers can now browse a fantastic range of products and shop at their convenience. We are confident that the ability to shop on mobile devices with Sainsbury's will be a real success with our customers."

With Sainsbury's Click & Collect service customers can place a non-food order using their mobile phone by 2pm for next day delivery and collection from the store of their choice. The service is now available in nearly 500 stores and the rapid rate of expansion means customers will be able to take advantage of the facility in over 800 stores by Christmas.

The launch of the mobile site comes at a time when Sainsbury's general merchandise offer is playing an increasingly prominent role in its business, with non-food sales growing at around three times that of food. Books and home textiles have been growing at over 20 per cent.

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