Dalton Philips, Morrisons CEO has said that the supermarket's late entry to the online market will prove to be an advantage.
Mr Philips told ITV News, "There are often 'last mover' advantages because you can learn where others have made mistakes.
"It's a market that's growing really quickly, we've been doing it for about two years in a smaller way...so we've been learning a lot in the last 24 months - now it's time to accelerate."
Morrisons are currently in talks with Ocado over possible online offerings.
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