Ocado introduces product review functionality

Shoppers will be able to rate and review groceries online

Ocado's new feedback set-up will cover some 21,000 products available online

Internet grocery retailer Ocado is set to roll out extra functions allowing clients to rate and review the products it distributes.

The resource, already available at other web sites such as Amazon and Trip Advisor, will cover a range of 21,000 food and non-food products stocked online.

Customers will be able to read reviews and ratings and add their own feedback, which will then be visible alongside products available on the web site.

Web shoppers will also be able to share product reviews through social media tools such as Facebook and Twitter.

According to Ocado, more interactivity is expected to give shoppers greater control of their baskets and allow the business to enhance service based on regular consumer feedback.

“We want to capture and inject the wisdom and views of our customers into our online shopping experience. Our ratings and reviews service will give our customers, particularly new ones, increased confidence when shopping for food online,” said Ocado’s chief executive Tim Steiner.

The service was developed in-house, with support from social ecommerce specialist Bazaarvoice.