Plenty more e-commerce fish in the sea for Ocado apparently, but will it be served up with yet more 'jam tomorrow'?

No sooner had diginomica posted our 2025 omni-channel retail highlights, featuring inevitably both Ocado and Kroger, than the former confirmed a radical shift in its strategy, designed to get international sales of its automation tech back on track. But will it work?

To remind everyone, Ocado has been partnering with a number of retailers around the world to provide them with its Customer Fulfilment Center (CFC) automated warehouse platform. This has been a slow process. The first deal was signed in 2017, some 17 years after the firm was founded, and didn’t actually involve the warehouse tech, only an option for the unnamed European retailer in question to use it.

Since then things have picked up somewhat, although not a pace that investors might have wished for after years of ‘jam tomorrow’ rhetoric from Ocado senior management. But as of today, the firm has 13 international partners, including ...