Ocado is expanding its same-day delivery service, with the online supermarket intent on making the option available to more UK shoppers. The retailer said it is "working hard to expand the number of same-day slots available across as many UK locations as possible", although availability is still limited to certain postcodes.

Customers can currently book slots up until 2pm, depending on location. The same-day service is separate from Ocado's rapid Zoom offering, which delivers a smaller range in under an hour from dedicated London sites. Instead, same-day delivery applies to Ocado's full shop, with a £40 minimum spend in place.

One-hour delivery slots cost between £6.50 and £7.50, with cheaper four-hour options also available, reported The Grocer.

Same-day delivery is currently free for Smart Pass customers, who pay a monthly subscription for perks including free deliveries.

Ocado first launched same-day delivery in 2024 through its "Express It" service in a limited number of postcodes, with earlier cut-off times.

Since then, it has extended booking later into the day as it scales up the service.

The move comes amid growing competition, with rivals including Tesco, Sainsbury's, Iceland and Asda all ramping up same-day delivery, while Amazon and JD.com continue to push faster fulfilment options in the UK.

The expansion reflects a decade of dramatic shifts in British shopping habits.

In 2016, online grocery penetration sat at roughly 6% of the total market; by early 2026, that figure has more than doubled to approximately 13%.

Industry data shows that over 18 million online grocery orders are now placed monthly in the UK, as digital platforms move from being a niche luxury to a primary household utility.