Asda has launched a mobile optimised transactional site for its groceries offer.

The grocer said over half of Asda’s online grocery customers have a smartphone, and the new mobile site offers all the features on the main Asda.com grocery website. Shoppers can register, shop and amend an existing order or delivery slot up until 10pm the day before their delivery is due.

Asda’s grocery home shopping service started in 2001, and now covers 97% of UK postcodes.

The mobile site also includes a store locater, maps and directions.

Kate Cuthbertson, Asda’s head of mobile strategy said: “We know our customers want shopping convenience at their fingertips - so we’ve developed an easy-to-use grocery website, fully accessible from Smartphones, with the option to add or amend orders right up until the evening before delivery.

“The mobile site was an international collaboration between Asda and the Walmart mobile team based in the US. We’ll be constantly updating and improving the site over the next few months, with lots more interesting mobile developments to follow soon.”

The move follows the launch of the Asda Price Guarantee iphone app in October 2010.

Tesco’s relaunched mobile groceries app also went live today.

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