Morrisons gears up for ecommerce launch header image

Major supermarket chain Morrisons appears to be preparing to launch an online shopping platform, creating an in-house agency called M Digital to handle the project.

M Digital is currently staffed by around ten people, all of whom joined from Candi - a digital agency that held the Morrisons account before its closure last year, reports Marketing magazine.

At the moment, Morrisons is the only one of the four main UK supermarkets to not offer an online service.

A Morrisons spokesman said the decision to create the agency "made sense" because it "ensures continuity of ongoing digital projects".

With services such as satellite broadband encouraging more people to shop online, it is clear that the company needs to compete with its rivals in this field.

Morrisons has a long history in the UK, having initially grown from an egg and butter stall in Bradford market, but the current climate means it must innovate to keep up with its counterparts.