The latest study conducted by consumer group Which? has shown that some of the nation’s supermarkets are doing a better job of offering safe shopping online to customers than others, with frozen food chain, Iceland, outdoing its rivals to come out on top in terms of e-commerce.

The Sun reports that while high end supermarket, Waitrose, won the war over the best in-store experience, Iceland triumphed online with a 77 per cent approval rating from those surveyed.

Second place went to Ocado, which came in just below Iceland with a score of 76 per cent. Meanwhile third place was held by Morrisons, which was a latecomer to the e-commerce marketplace but has clearly managed to impress customers with its web-based services since they were launched.

While Waitrose may have dominated in the bricks and mortar market, it was actually ranked fifth when it comes to safe shopping online. This suggests it could do more to up its game and develop a site which is better equipped to offer customers the kinds of experiences they expect to encounter in the digital age.

One of the main reasons that Iceland was able to come out on top online is that it gives customers access to a range of delivery slots which are seen as more flexible and convenient than those of rival retailers. Customers also praised the company for employing delivery drivers who are helpful and personable, encouraging them to place orders again and again.

This shows that there is more to a good online experience than a well designed website. Shoppers are happy to use a company’s e-commerce services if they can enjoy a consistent, rewarding experience which keeps them engaged at all stages of the shopping journey, not just while they are sorting out their next delivery.