Sainsbury's has launched a mobile version of its general merchandise shopping website, allowing customers to buy home and garden products, appliances, toys, sport and leisure products on their mobile phones.
Available via any mobile device such as iPhones and iPads, the site lets customers search for a specific item or browse the 15,000 products available including products from top brands such as Le Creuset.

Since launching its Sainsbury's mobile app in August 2010, the retailer has seen increasing demand for mobile shopping, with apps for the iPhone, Android and Nokia operating systems now downloaded more than 250,000 times.

Sainsbury's adds that its general merchandise offer is playing an increasingly prominent role in its business, with non-food sales growing at around three times that of food. Some parts of the range, such as home textiles, have been growing at more than 20%.

Director of digital and cross channel Tanya Lawler said: "We know that our customers are increasingly looking to engage with us digitally and this new mobile shopping site is a big step towards Sainsbury's becoming a true cross channel retailer. Customers can now browse a fantastic range of products and shop at their convenience. We are confident that the ability to shop on mobile devices with Sainsbury's will be a real success with our customers."

According to the chain, the UK has the highest proportion of smartphone users in Europe, at 26.5%.