Waitrose has become the first supermarket chain to offer free delivery to all customers of its online shopping service with the abolition of delivery charges on its WaitroseDeliver service — though the service does have a £50 minimum order requirement.

The move has brought “much-welcomed transparency” to the sector, says Waitrose’s managing director Mark Price.

“Customers tell us they don’t like delivery charges or short-term gimmicks,” he explained. “Prices go up and down depending on the times in the day. It’s confusing and it penalises some households. We’re listening and we believe it’s time for clarity — transparency and free delivery as standard no matter what time or day.”

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