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.
More top news
Pregnant women who smoke are more likely to give up if they are given shopping vouchers, new research suggests.
Children are eating the equivalent of seven and a half chocolate fingers for breakfast, campaigners have warned.
Stephen Fry has suggested that the "the patter of tiny feet" may be on the agenda following his wedding to Elliot Spencer.