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Data partnerships with retailers, built for their suppliers.
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- ASDA Xpert Insights Seasonal planning and shopper behaviour on ASDA.com
- Co-op Catalyst Insights Quick commerce analysis for Co-op suppliers
- Digital shelf analytics What digital shelf analytics is and how brands use it
- eCategory management Growing a category online with retailer data
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ASDA Xpert: a year of supplier results
ASDA launched ASDA Xpert so that suppliers could see their online performance the way ASDA's own e-commerce team sees it. Twelve months on, suppliers from global household names to independent specialists are using it across soft drinks, confectionery, dairy, frozen, world foods and more. Their first annual business reviews are in, and this page sets out what changed for them.
More on the platform itself at estorebrands.com/asdaxpert.
Three Success Stories
The figures below come from each supplier's annual business review and are measured in ASDA.com sales data. They are the supplier's own results, not category averages.
A world foods supplier: growth after three years of decline
A herbs and spices brand: sales growth turned positive the quarter the partnership began
An ice cream brand:
a reversal in share
A world foods supplier: growth after three years of decline
Before the partnership this supplier's ASDA.com sales were falling by close to 5% a quarter. Since it began they have grown by around 10% a quarter, and the brand has outgrown the categories it sells in by nearly 19 points.
Most of the gain traces to specific actions. Meta-tagging and a taxonomy correction for its core cuisine search term more than doubled the number of its lines appearing in the top 25 results, and that visibility has held for ten months. Thirteen lines identified as missing from the quick commerce menus were added, and quick commerce has gone from a side channel to around 12% of the brand's units. Across 25 actions passed to ASDA's online team, the incremental sales come to roughly £330,000.
A herbs and spices brand: sales growth turned positive the quarter the partnership began
This brand's ASDA.com sales had been shrinking for three consecutive quarters. From the first full quarter of the partnership they grew, and average monthly sales are now 9% above the period before.
The work sat in three places. Meta-tagging across chicken, beef and casserole search terms roughly doubled the number of the brand's lines showing on its core seasoning searches, and it now holds the top organic position on four of them. Twenty lines were added to the quick commerce menus, taking the brand's quick commerce share of category sales up by nearly six points. And the nil-pick rate, the proportion of online orders where the line couldn't be picked, fell by more than a fifth after store-level fulfilment problems were identified and passed to ASDA.
An ice cream brand: a reversal in share
An ice cream brand with a fifth of its category's sales was losing share, with sales falling 10 points faster than the category. Its presence on the "ice cream" search results page was far smaller than its share of sales.
Working with ASDA, the most relevant lines were moved onto the first page of results, core products were tagged for high-intent searches such as "ice cream tub" and "vanilla", and best sellers missing from quick commerce were added to the range. Over the summer peak the brand grew 27% against a category growing 18%, gained 4.4 points of market share year on year, and added around £102,000 in annualised value.
Who is using it
How the results happen
ASDA Xpert comes with David Shallcross, eStore's collaboration manager, who is based at ASDA House in Leeds. Every month he reviews each subscriber's data, turns what it shows into specific requests, and takes them to ASDA's online team in person.
Over the past year those requests have included meta-tagging lines for search terms they were missing from, moving lines to the right place in the taxonomy, dual-siting products that belong in two places, adding lines to quick commerce menus, fixing missing images, correcting duplicated product pages, flagging lines that have gone back into stores but are not showing online, and identifying stores and lines with above-average nil picks for the supply chain team to look at.
Most are actioned. Some are rejected, and the supplier knows which and why.
What a subscriber sees
Alongside the platform: monthly collaboration manager sessions, monthly account manager support, platform training and access to the ASDA eCom Playbook.
ASDA.com sales by line,
by week, down to daily level, with channel splits that separate grocery home shopping from quick commerce
Store-level performance and fulfilment
including nil picks and substitutions
Search data
which terms shoppers use, which of your lines appear for them, and where competitors appear instead
Traffic and conversion by line
Competitor and category benchmarking
across every category you sell in
Shopper journey
where on ASDA.com shoppers add your lines to basket, benchmarked against the category (new for 2027)