Retailers are investing heavily in their e-commerce capabilities, despite a fall in consumer spending.
Rob Collins, director of e-Commerce at Waitrose, said: "We see this as a very exciting development for Waitrose as part of our ambition to become a truly multi-channel business with a strong and differentiated e-commerce business as one part of that. The new website is a very important part of our strategy in this regard.
The project involves developing software to integrate in-store and web order systems, as well as Epos terminals. It is planned for completion in 2011.
Retailers are attempting to exploit the growth in online sales while they integrate in-store and online sales.
Online retailers are not waiting for the economic recovery before investing in new technology, as confidence grows that the sector will rebound faster than others.
Online sales have not been hit as hard by the economic slowdown as high street sales. Despite the recession, the average monthly increase this year of online sales is 15%, according to the latest research from IMRG and Capgemini.
Research carried out by Internet Retailer revealed that 72.4% of online retailers will increase their spending on technology this year.
John Lewis, part of the same group as Waitrose, is also moving to an integrated multi-channel model by integrating its in-store and web order systems to create a single view of customers to help it cross-sell products.