Why choose to supply Ocado?
Thanks to our business model, we’re not bound by traditional shelf space requirements – this lets us give independent, up-and-coming suppliers a chance in the spotlight, and a home in our aisles.
Our grocery delivery service reaches over 80% of the UK.
we offer an unbeatable service with next-to no substitutions with more than 96% of our orders arriving accurately and on time.
We scale with you
Because we store all products in warehouses and not shops, we’re able to stock the smallest of ranges, and grow with you.
Our unrivalled range
We stock over 50,000 products, including big-name brands, M&S food, and Ocado Own Label items.
Media and promotion support
Our trading teams offer bespoke support, and will help you draw up both media and promotion plans that suit your budget.
We’ve got the most sustainable grocery proposition of any British grocer, with close to zero levels of food waste (0.6%). Click here to find out more.
We’re at the forefront of the online grocery revolution. With over 940,000 active customers, we’re the world’s largest dedicated online supermarket. Supplying Ocado will make your product or range a part of this new wave of retail.
We pride ourselves on being an inclusive retailer, so it's important to us that every Ocado Retail supplier (established and prospective) feels equally supported and fairly treated by us.
We can support the smallest of the suppliers
Our unique model means we often request new suppliers start with single case deliveries to our Customer Fulfillment Centres (CFCs). We’ll also provide a list of recommended hauliers if you’re unable to organise your own transport. We’re with you, every step of the way.
How to supply Ocado
Just three simple steps.
We’re always on the lookout for the next big thing in the world of groceries, so we’re not interested in making you jump through endless hoops to get in front of our Buyers. All it takes are these three steps:
The application form
Tell us about the product or range you’d like us to list by completing our online application. We’d love to work with you and look forward to seeing your
One of our Buyers will review your application and decide whether your product or range is a good fit for Ocado.
If successful, one of our Buyers will be in touch to set up a meeting, or you could be invited to one of our annual pitching events. If our Buyers decide we’re not a good fit, you’ll be given a reason why.
Don't just take our word for it; hear it from our suppliers too.
Frequently Asked Questions
Answers to all your burning questions.
The first step is to complete our online application. Once we’ve checked out your application, the relevant Buyer will use the information you give to decide whether your product is a good fit for Ocado.
All products must be delivered to our Customer Fulfilment Centres (CFCs) in Hatfield, Dordon, Andover, Erith, Purfleet, Bristol, Bicester.
If you need, we have a network of vehicles that can collect products as an alternative to delivering directly to us. Frozen suppliers can choose to work with Lineage; ambient suppliers can deliver to PW Gates – a consolidator that allows deliveries to central points in Bedford and Welwyn Garden City. Feel free to discuss your options once a Buyer has been in touch.
We deliver to parts of England and Wales (for now). We’re expanding all the time, but if you have a specific postcode in mind, check www.ocado.com/postcode
Not initially – we’re a growing organisation with a rather busy post room. Please complete the online application first, and when your application has been reviewed, the relevant Buyer will let you know if they’d like samples.
At a later stage, if your application is successful, we’ll need samples prior to selling your product so we can weigh and measure them. We do this to make sure our systems have the correct information so we can optimise packing totes and vans, and storage in our CFCs.
We don’t have range windows – we’re always on the look-out for great products. Fill out our online application form and once it’s been reviewed, the relevant Buyer will be in touch.
Our Buyers want to be the first to find new products that
aren’t widely available, but they’re also excited to see products with competitive
commercials. They’re always looking for new or growing trends, or products that add a point of
difference to their category. Do a spot of research and have a look at what we already offer
in your category before applying – it may just give you an edge on the
It’s an outline of the range you want to launch with us. If you’re getting in touch about one product, then it’s all about your hero; if you have products in multiple sizes, your range proposal is likely to be a selection of your bestsellers.
An overview of the special offers you want to use to attract our customers throughout your first year with us. Before you speak to a Buyer, have a think about what this plan should look like. Have a nosey at what your competitors are already doing on ocado.com and elsewhere. Don’t forget, it’s important to consider your overall costs when planning this.
Retail-ready businesses can deliver to our Customer Fulfillment Centres in appropriate vehicles (temperature-controlled, if required) on a single case or layer basis, or on pallets, in robust packaging. Retail-ready products have barcodes and date code information – ‘use-by’ and ‘sell-by’ dates, which are compliant with EU/UK labelling legislation. Find out more in the legal FAQs.
If you operate in an EU country, you must be registered to an EU address and with your local government. In the UK, this is Environmental Health. Registering doesn’t cost anything, and you can start the process by contacting the Environmental Health Officer at your local council.
Packaging needs to be robust enough to withstand our picking process, this is especially important if the contents are liquid or fragile. It also needs a barcode and to comply with UK Regulations (feature ‘use-by’ dates, allergen and nutritional information). Extensive information is available on the Food Standards Agency website.
If a food business believes their product is unsafe, they’re legally obliged to withdraw it from sale and inform customers the reason for recall. A product recall plan details how you will manage this process. It should include an email and telephone number where you, or a senior member of your team can be contacted on a 24/7 basis.
We accept accreditation from the British Retail Consortium (BRCGS) or Global Food Safety Initiative (GFSI) equivalent accreditation. In addition, we also accept Safe And Local Supplier Approval (SALSA) or BRC START.
Yes – we have a weight restriction of 15kg, and product dimensions must be under 534mm x 334mm x 340mm.
We’re the world’s largest dedicated online grocery supermarket. We’re powered by a unique fulfilment and logistics machine – everything we do is designed to give customers the best service possible. Our suppliers deliver directly to our Customer Fulfillment Centres, where products can be put away, packed, and sent out to customers in as little as five hours. We’ve got a short supply chain and rapid turnover, which helps us offer customers a freshness guarantee.
A number of things might affect minimum order quantities, such as the temperature your product needs to be kept at, or the anticipated rate of sale. We will order initial product quantities in either cases or layers, depending on your product. We’re unable to accept initial orders in pallet quantities.
If your application is successful, your Buyer will discuss this with you during the ranging process.
Right now, we’re delivering to over 80% of the UK population through four distribution centres, or Customer Fulfillment Centres, as we call them. These are in Hatfield, Dordon, Andover, Erith, Purfleet, Bristol, Bicester.
If your products are chilled or frozen, then you will need temperature controlled distribution. If you don’t have suitable delivery equipment, then once your application is accepted your supply chain contact can give you a list of recommended hauliers.
If your application is successful and you’re unable to organise your own suitable transport, we have a network of vehicles that can collect products as an alternative to delivering directly to us. Frozen suppliers can choose to work with Lineage; ambient suppliers can contact email@example.com – which allows deliveries to central points in Bedford and Welwyn Garden City. Feel free to discuss your options once a Buyer has gotten in touch with you.
If your application is successful, we’ll need samples prior to selling your product so we can weigh and measure them. We do this to make sure our systems have the correct information so we can optimise packing totes and vans, and storing in our CFCs.
Special offers are a strong incentive for customers to try something new; remember, online customers can’t touch, smell or compare products like they can in store. Also, each customer sees a different version of the website according to their buying habits. This means that they see products in a different order too. Promotions put products higher up the assortment and give your brand increased visibility.
This depends on lots of things, such as your category, what your competitors are doing, and the retail price of your product. Doing a spot of research online is always a good idea, but a good rule of thumb is to mix reduction promotions (e.g. Save 25%) and multibuys (e.g. 3 for 2).
The art of successful promotions can vary from one category to the next. Head to ocado.com and take a look at the competition in your category – it will give you an idea of where to start. If your application is accepted, your Buyer will happily advise on what they think will work best for you.
There are lots of marketing opportunities available. We offer targeted sampling campaigns, graphic banners on relevant product pages, social media, features in our customer magazine, Ocadolife, and more. If your application is accepted, your Buyer will provide you with an information pack, and help you decide what will work best for your brand.
Of course, chat to your Buyer about getting access to Beet – our inhouse database that contains all transactional customer insights.
Brandbank manages digital brand content. If your application is successful, we will ask you to subscribe to Brandbank and upload this information before you can go live on ocado.com. It hosts product information (or ‘back of pack’ as we call it) and high resolution imagery. This is really important for selling your products online, where customers want to see as much information as possible.
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