Tesco's online grocery shopping service is leaving its nearest competitors in the aisles when it comes to product selection and home delivery, according to a report.

Internet quality assessment firm Gomez rated the Tesco internet shopping site the best overall internet supermarket, ahead of Sainsbury's, Iceland, Foodferry, Simply Organic and the FreshFood company.

However, Gomez issued a word of warning to Tesco not to become complacent. It criticised all the websites as relatively unsophisticated, but said Tesco's was particularly fragmented, making it difficult for customers to navigate.

The easiest website to navigate was Foodferry's, and Sainsbury's was nominated as offering the best customer service.

However, James Hart, Gomez's marketing manager, said that until a company challenged Tesco's supremacy, real innovation - making online grocery shopping less hassle and faster - would be slow in coming.

First published in Computeractive