Ocado
A British online grocery and grocery-technology group.
Last updated November 4, 2026
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Overview
Ocado is a British online grocery and retail-technology group headquartered in Hatfield, England. Its business has two closely related parts: the Ocado.com online grocery operation in the United Kingdom and Ocado Solutions, which licenses the Ocado Smart Platform to grocery retailers in other markets. The group is best known for operating a highly automated online supermarket model in which customers place orders digitally and goods are picked in automated customer fulfilment centres before being delivered to homes. The company was established in January 2000 by former Goldman Sachs merchant bankers Jonathan Faiman, Jason Gissing and Tim Steiner under the name L. M. Solutions. It began trading in January 2002 through a commercial relationship with Waitrose, the grocery arm of the John Lewis Partnership. This arrangement supplied Ocado with a recognised grocery range while allowing the company to develop a dedicated online retail and fulfilment model rather than a conventional store network. Ocado later became an independent public company, completing an initial public offering in 2010 and listing on the London Stock Exchange under the symbol OCDO. Ocado's retail proposition combines online ordering, a broad grocery assortment, scheduled home delivery and technology-led fulfilment. Its customer-facing business has historically focused on the United Kingdom, where Ocado.com developed a reputation for a premium, convenient and digitally enabled grocery experience. In 2014, Ocado also began providing online grocery infrastructure and fulfilment services for Morrisons, demonstrating that its logistics and software capabilities could support another major supermarket brand. The group's strategic transformation accelerated with the launch of the Ocado Smart Platform in 2015. The platform is designed as an end-to-end technology and operating system for online grocery, covering e-commerce, customer data, order management, automated fulfilment, warehouse control and delivery logistics. Ocado licenses the system, together with related automation and operational expertise, to grocery retailers. Customers and partners have included Casino in France, Sobeys in Canada, Kroger in the United States and Coles in Australia. This technology-licensing model made Ocado more than a British online supermarket: it became a global provider of grocery automation and fulfilment infrastructure. In 2019, Marks & Spencer agreed to acquire a 50 percent interest in Ocado's United Kingdom retail business, creating a joint venture generally associated with the Ocado.com retail brand. The transaction was intended to combine Marks & Spencer's food products and brand with Ocado's digital and fulfilment capabilities. Ocado Group retained the technology business and a 50 percent interest in the United Kingdom retail operation. The group has also continued to develop automated customer fulfilment centres, robotic picking systems and software for managing large-scale online grocery networks. Ocado's development has included operational setbacks. A major fire at its Andover customer fulfilment centre in February 2019 destroyed much of the facility after a fault involving a battery-charging unit. The site was rebuilt and returned to operation in 2021. The incident highlighted the safety and engineering challenges associated with large automated warehouses. Ocado has also faced the normal commercial pressures of a capital-intensive technology and logistics business, including the cost of building fulfilment centres, achieving partner returns and converting technology contracts into sustained profitability. Today, Ocado is positioned as a hybrid online retailer and business-to-business technology provider. Its consumer brand remains associated with online groceries and home delivery in the United Kingdom, while its corporate strategy places substantial emphasis on licensing the Ocado Smart Platform and supplying automation to retailers internationally. The company is listed in London and has been included in the FTSE 250. Its distinctive competitive proposition is the integration of grocery retail knowledge, proprietary software, warehouse robotics and last-mile delivery operations.
History
Ocado was created in January 2000 as L. M. Solutions by Jonathan Faiman, Jason Gissing and Tim Steiner, three former Goldman Sachs merchant bankers. The company was founded to pursue a digitally native grocery model at a time when supermarket shopping was still overwhelmingly conducted through physical stores. It began trading in January 2002 in partnership with Waitrose, which provided grocery supply and brand familiarity while Ocado developed its own online ordering, fulfilment and delivery infrastructure. The relationship with the John Lewis Partnership evolved over time. Michael Grade became Ocado's non-executive chairman in 2006. In 2008, the John Lewis Partnership transferred its 29 percent holding to its staff pension fund, and in 2010 it entered a ten-year branding and supply agreement with Ocado. The pension fund sold its entire Ocado holding in 2011. Ocado's public-market development reached a major milestone in July 2010, when the company completed its initial public offering on the London Stock Exchange. Ocado continued to invest in digital access and logistics. It released its first iPhone application, Ocado on the Go, in 2009 and expanded the service to Android in 2010. In January 2014, the company entered a significant commercial arrangement with Morrisons, supplying online grocery website, warehousing and delivery capabilities. This deal showed that Ocado's infrastructure could be used by another supermarket rather than only for its own consumer brand. The business changed its name from L. M. Solutions to Ocado Retail in June 2014. A decisive strategic shift occurred in 2015 with the introduction of the Ocado Smart Platform. Rather than treating technology solely as an internal capability, Ocado began packaging its software, fulfilment processes and automation expertise for licensing to other grocery businesses. Casino became a platform customer in 2017, followed by Sobeys in 2018, Kroger in 2018 and Coles in 2020. These agreements expanded Ocado's international reach and established its identity as a grocery-technology supplier as well as an online retailer. The company experienced a serious operational disruption in February 2019, when its Andover customer fulfilment centre caught fire. The facility represented a substantial portion of Ocado's fulfilment capacity, and the blaze continued for more than three days, requiring a large emergency response. Investigations attributed the incident to a fault involving a battery-charging unit, with the effects compounded by the way the event was handled. The centre was rebuilt and became operational again in August 2021. Also in February 2019, Marks & Spencer agreed to pay for a 50 percent interest in Ocado's UK retail business. The transaction created a joint venture intended to combine Marks & Spencer's food range and customer proposition with Ocado's online platform and fulfilment network. Ocado Group retained its technology business and the other half of the UK retail venture. Ocado stopped selling Waitrose own-brand groceries in September 2020, marking the end of an important phase of its earlier supply and branding relationship. Ocado has continued to expand its international technology activity and to construct automated customer fulfilment centres for retail partners. Its model depends on significant capital investment, long implementation periods and the ability of partners to generate enough online grocery volume to justify automation. The company has therefore remained exposed to execution risk, partner performance and questions about when technology licensing and retail operations will produce durable profitability. The group also supports Code for Life, a not-for-profit initiative that helps children learn computer programming. In its supply chain, Ocado has participated with other retailers in phasing out shrimp eyestalk ablation. The name Ocado has been described by branding professionals as an invented term intended to suggest fresh fruit, with a possible association with the word avocado. Ocado remains listed on the London Stock Exchange under the symbol OCDO. Its business is now best understood as a hybrid: Ocado.com is the consumer-facing online grocery operation in the United Kingdom, while Ocado Solutions licenses an integrated grocery-technology platform and related automation to retailers internationally.
- 2021
Andover site rebuilt
[1]The rebuilt Andover customer fulfilment centre resumed operations.
- 2020
Coles becomes a platform customer
[1]Ocado announced a technology partnership with Australian retailer Coles.
- 2019
Andover fulfilment-centre fire
[1]A major fire damaged the Andover automated fulfilment centre.
- 2019
Marks & Spencer retail joint venture
[1]Marks & Spencer agreed to acquire half of Ocado's UK retail business.
- 2015
Ocado Smart Platform launched
[1]The group introduced its integrated online grocery technology and fulfilment platform.
- 2014
Morrisons online grocery partnership
[1]Ocado began supplying online grocery technology, fulfilment and delivery services to Morrisons.
- 2010
Android application and public listing
[1]Ocado expanded its mobile service to Android and completed its initial public offering.
- 2009
First iPhone application released
[1]Ocado launched Ocado on the Go for mobile grocery shopping on iPhone.
- 2006
Michael Grade becomes non-executive chairman
[1]Michael Grade joined Ocado as non-executive chairman.
- 2002
Trading begins with Waitrose
[1]Ocado began operating an online grocery business in partnership with Waitrose.
Products and positioning
A technology-led online grocery operator and global provider of automated grocery fulfilment infrastructure, positioned around convenience, range, operational efficiency and digital retail capability.
Online grocery retail · 2002
Ocado.com
Ocado.com's consumer service enables customers in the United Kingdom to order groceries online for scheduled home delivery. The assortment includes fresh food, packaged groceries, household products and other supermarket categories. Its operating model is built around centralised customer fulfilment centres rather than a conventional network of local grocery stores, allowing Ocado to combine digital ordering with automated picking and route planning.
Retail technology platform · 2015
Ocado Smart Platform
Ocado Smart Platform is an integrated technology and operating system for online grocery retailers. It brings together digital storefronts, customer and order management, fulfilment-centre control, inventory processes, automation and delivery logistics. Ocado licenses the platform to grocery companies and supports implementation through software, engineering and operational expertise.
Warehouse automation
Customer fulfilment centre automation
Ocado's customer fulfilment-centre technology uses software-controlled warehouse systems and robotic automation to assemble online grocery orders. The infrastructure is designed for high-volume operations, with integrated inventory, picking, packing and dispatch processes. It forms a central part of the technology proposition supplied to retail partners.
Mobile shopping application · 2009
Ocado on the Go
Ocado on the Go was the company's early mobile grocery-shopping application. Released for iPhone in 2009 and extended to Android in 2010, it allowed customers to browse products and place grocery orders without using a desktop computer.
Controversies
2021
Ocado settles information-theft dispute with former employees
Ocado reached a settlement in a legal dispute with co-founder Jonathan Faiman and former employee Jon Hillary over confidential documents. According to the reported account, both admitted taking the documents, paid compensation, and agreed to delete the files. The settlement resolved the dispute without further reported proceedings. The event was reported on 25 June 2021.
2021
Fire at Ocado’s South London fulfilment centre
Ocado said a collision involving three robots caused a fire at its South London fulfilment centre on Friday. No one was injured, and the company said it was working to restore normal service.
2020
AutoStore files patent lawsuits against Ocado
AutoStore filed patent infringement lawsuits against Ocado in the United States and the United Kingdom, alleging that Ocado's automated storage and retrieval technology infringes AutoStore patents.
2019
Andover customer fulfilment centre fire
A serious fire destroyed or damaged much of Ocado's Andover automated fulfilment centre. The incident was associated with a battery-charging-unit fault and shortcomings in the response to the event. The warehouse was subsequently rebuilt and returned to service in 2021.
Marketing campaigns
- 2014Code for Life
United Kingdom
Ocado supported Code for Life, a not-for-profit initiative intended to help children learn computer programming.
Outcome. The initiative continued as a social-impact and computing-education programme.
Brand decisions
2020
End of Waitrose own-brand grocery salesStrategyBackground
Ocado's commercial relationship with Waitrose had been central to its early retail model, but the UK retail structure changed after the Marks & Spencer transaction.
Action taken
Ocado stopped selling Waitrose own-brand groceries.
Aftermath
The change marked the end of an important phase of Ocado's original supply and branding arrangement.
2019
Marks & Spencer UK retail joint ventureM&ABackground
Ocado and Marks & Spencer sought to combine a strong food range and established retail brand with Ocado's online platform and fulfilment network.
Action taken
Marks & Spencer agreed to acquire a 50 percent interest in Ocado's UK retail business, creating a joint venture.
Aftermath
Ocado retained the technology business and half of the UK retail operation, while the partnership became the basis for the modern Ocado.com grocery proposition.
Agreed consideration. £750 million announced consideration (2019 transaction announcement)
2015
Launch of Ocado Smart PlatformProduct launchBackground
Ocado sought to diversify beyond its own UK retail operation and monetise its software, automation and grocery fulfilment expertise.
Action taken
The group launched an end-to-end platform for online grocery retail and began licensing it to external retailers.
Aftermath
The strategy led to partnerships with retailers in Europe, North America and Australia.
2014
Morrisons infrastructure partnershipStrategyBackground
Morrisons wanted to operate an online grocery service without building an entirely separate fulfilment and delivery network.
Action taken
Ocado supplied website, warehouse and delivery services for Morrisons online grocery orders.
Aftermath
The agreement demonstrated that Ocado could commercialise its operating infrastructure for another supermarket.
2010
Initial public offeringOtherBackground
Ocado required public-market capital to support the expansion of its online grocery and fulfilment infrastructure.
Action taken
The company floated its shares on the London Stock Exchange.
Aftermath
Ocado became a listed company under the ticker OCDO.
Recent events
Reported
Ocado unveils warehouse robots and virtual distribution center[7]
Ocado unveiled new warehouse automation products: its 600 Series robot, advanced robotic arms, and a virtual distribution center. The company said it planned to roll out the products to retail partners by the end of 2023.
Reported
Ocado unveils warehouse technology updates[8]
Ocado unveiled warehouse technology updates including lighter grids, more efficient robots, robotic arms that can pick products directly, and a virtual distribution center. The updates were planned to become available in Ocado warehouses from the second half of 2023.
Reported
Ocado announces Nadia Shouraboura’s board appointment[9]
Ocado announced Nadia Shouraboura’s appointment as a non-executive director, effective 1 September 2021; she will also join the company’s nomination committee.
Reported
Fire at Ocado’s South London fulfilment centre[4]
Ocado said a collision involving three robots caused a fire at its South London fulfilment centre on Friday. No one was injured, and the company said it was working to restore normal service.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Reported
The Guardian and Ocado launch shoppable recipe partnership[10]
The Guardian and Ocado partnered on a year-long shoppable recipe experience, with the first online piece going live on 2 July and print activation planned for 3 July.
- Unconfirmed
Reported
Ocado settles information-theft dispute with former employees[3]
Ocado settled a legal dispute with co-founder Jonathan Faiman and former employee Jon Hillary after they admitted taking confidential documents. They paid compensation and agreed to delete the files.
- Unconfirmed
Reported
Ocado completes acquisition of Kindred Systems[11]
Ocado announced that it had completed its acquisition of Kindred Systems, a robotics company specializing in piece-picking robots for e-commerce and order fulfilment.
- Unconfirmed
Reported
Ocado sued over alleged robot patent breach[6]
Court documents allege that Ocado is unlawfully selling technology and robots in breach of patents owned by a rival Norwegian firm. The excerpt does not name the rival.
Reported
AutoStore files patent lawsuits against Ocado[5]
AutoStore filed patent infringement lawsuits against Ocado in the United States and the United Kingdom, alleging that Ocado's automated storage and retrieval technology infringes AutoStore patents.
Reported
Waitrose launches campaign to attract Ocado shoppers[12]
Waitrose launched a multichannel campaign aimed at converting Ocado shoppers to its online store, Waitrose.com.
Sources19 sources
- 1Ocadoen.wikipedia.org
- 2Ocado official websiteocado.com
- 3Ocado settles information-theft dispute with former employeestheguardian.com
- 4Fire at Ocado’s South London fulfilment centrethemarketreporter.co.uk
- 5AutoStore files patent lawsuits against Ocadobusinessinsider.com
- 6AutoStore files patent lawsuits against Ocadoecho-news.co.uk
- 7Ocado推出仓储机器人和虚拟配送中心nbcphiladelphia.com
- 8Ocado 发布仓储技术升级wealthmanagement.com
- 9Ocado 宣布任命 Nadia Shouraboura 为董事kamcity.com
- 10《卫报》与Ocado推出可购物食谱合作theguardian.com
- 11Ocado完成对Kindred Systems的收购thegrocer.co.uk
- 12Waitrose推出营销活动吸引Ocado顾客kamcity.com
- 13Ocado 因需求激增暂时关闭网站standard.co.uk
- 14Ocado发行5亿英镑可转换债券euronews.com
- 15Ocado与Aeon签署技术合作协议euronews.com
- 16AutoStore Files Patent Infringement Lawsuits Against Ocadofinanznachrichten.de
- 17AutoStore sues Ocado for infringing technology patents central to the Ocado Smart Platformnewswire.ca
- 18Ocado signs first Asian supply partnership with Japan’s Aeonthegrocer.co.uk
- 19Ocado sued by Norway rival in warehouse technology patent rowca.news.yahoo.com
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