Grocery shopping 21st century style

The product comparison sites that have become a feature of the online retail world are now emerging to change the face of grocery shopping; in Britain anyway.

Springwise reports that a new website called mySupermarket is a free shopping and comparison website for supermarket shoppers that links the online portals of Britain’s four main supermarket chains; Tesco, ASDA, Sainsbury’s and Ocada.

The site is set up like a digital store – visitors browse the online shelves for the groceries they want, with weight or volume, price, special offers, price per unit and nutritional information available for each product.

All that is useful, but the best thing about the site is that it allows you to check out the price of products in a given category at each of the four supermarkets. A built-in price checker will prompt you if there are cheaper alternatives for a product, but otherwise by simply proceeding to the checkout the site will tell you which supermarket will give you the best deal for the bundle of goods you selected.

Shoppers then have two options – if they are in an area where one of the shops delivers, they can simply click a button and have the goods delivered to their door. Alternatively, they can just print out their choices to use as a shopping list and drive to the supermarket chain that was the cheapest. Handy.