Sainsburys has launched a mobile version of its general merchandise shopping website, allowing customers to shop for home and garden, appliances, technology, toys, games, sport and leisure products on their mobile devices.

Designed by Usablenet, and available via any browser-equipped mobile device and operating system, Sainsburys mobile shopping site is at the usual URL (http://www.sainsburys.co.uk), with a redirect to the mobile site for users ariving on a mobile device. It allows customers to search for the item they are looking for or simply browse the 15,000 products available including many from top brands such as Apple, Sony and Le Creuset.

Tanya Lawler, Sainsburys director of digital & cross-channel, says: “We know that our customers are increasingly looking to engage with us digitally, and this new mobile shopping site is a big step towards Sainsburys 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 Sainsburys will be a real success with our customers.”

With Sainsburys Click & Collect service, customers can place a non-food order using their mobile by 2pm for next-day delivery or collection from the store of their choice. The service is now available in nearly 500 stores and the rapid rate of expansion means customers will be able to take advantage of the facility in over 800 store by Christmas.

Since launching its Sainsburys mobile app in August 2010, Sainsburys says it has seen demand for mobile shopping increase, with apps for the iPhone, Android and Nokia operating systems now downloaded over 250,000 times.

The launch of the mobile site comes at a time when Sainsburys general merchandise offer is playing an increasingly prominent role in its business, with non-food sales growing at around three times that of food. Indeed some parts of its general merchandise range such as books and home textiles have been growing at over 20 per cent.