ASDA has been a cornerstone of British retail since 1949, offering groceries, clothing, and home goods at competitive prices. With over 600 stores and a market share of 12.6% as of January 2025, ASDA remains one of the UK's largest supermarket chains, serving millions of customers weekly. However, recent customer reviews reveal significant concerns about online shopping, delivery services, and customer support, with Trustpilot ratings of just 1.3 out of 5 stars based on over 2,000 reviews. This comprehensive review examines every aspect of the ASDA experience, from product quality and pricing to customer service and recent changes to the loyalty program.
This detailed analysis draws on customer feedback from multiple sources, employee insights, and market data to provide a complete picture of what shopping at ASDA really means in 2026. Whether you're a long-time ASDA customer considering alternatives, a new shopper evaluating your options, or someone curious about the state of British retail, this guide will help you understand whether ASDA deserves your business and your budget.
Quick Summary
✅ Pros
- • Competitive pricing on groceries and essentials
- • Wide range of products under one roof
- • George clothing line offers affordable fashion
- • Extensive store network with over 600 locations
- • Good work-life balance for employees
- • Own-brand products provide value
- • Store refurbishment program improving in-store experience
- • Convenient one-stop shopping
❌ Cons
- • Poor online shopping experience reported
- • Delivery issues and missing items
- • Customer service problems and unresponsive support
- • Low Trustpilot rating (1.3/5 stars)
- • Product availability issues online
- • Loyalty program changes removing popular features
- • Quality concerns with some fresh food items
- • Declining market share
What is ASDA?
ASDA is a British supermarket chain founded in 1949, originally as Associated Dairies. The company has grown from a small dairy operation to become one of the UK's largest retailers, with over 600 stores across the country. ASDA is known for its value-focused approach, offering competitive prices on groceries, clothing through its George brand, home goods, and financial services. The company operates as a subsidiary of the Issa brothers' EG Group and TDR Capital, following its acquisition from Walmart in 2021.
Company Background & History
ASDA's journey from a small dairy company to a retail giant reflects the evolution of British shopping habits and the supermarket industry:
- 1949: Founded as Associated Dairies in Leeds, initially focusing on dairy products
- 1960s: Expanded into supermarkets, opening the first ASDA store in 1965
- 1990s: Acquired by Walmart, becoming part of the world's largest retailer
- 2000s: Expanded George clothing line and introduced financial services
- 2021: Acquired by the Issa brothers' EG Group and TDR Capital for £6.8 billion
- 2022: Launched Asda Rewards loyalty program in August
- 2024: Initiated £50 million store upgrade program, refurbishing 170 stores
- 2025: Market share at 12.6%, representing a decline from previous years
- 2025: Removed "Star Products" feature from Asda Rewards in February
Brand Philosophy & Market Position
ASDA's brand philosophy centers on providing value and convenience to British families. The company positions itself as a budget-friendly alternative to premium supermarkets, focusing on competitive pricing and a wide product range. However, the company's market share has declined to 12.6% as of January 2025, attributed to increased competition from discounters like Aldi and Lidl, as well as evolving consumer preferences toward online shopping and premium experiences.
Product Range & Quality
ASDA offers a comprehensive range of products across multiple categories, from groceries to clothing to home goods. The company's product strategy focuses on providing value through own-brand items and competitive pricing on branded products.
Grocery Products
ASDA's grocery range includes fresh produce, meat, dairy, bakery items, and packaged goods. The company offers both branded products and extensive own-brand lines that provide quality at lower prices. However, customer reviews indicate quality concerns, particularly with fresh food items. One customer reported receiving food that was "obviously not stored correctly, not fit for consumption. Poor quality, overpriced." (Trustpilot)
George Clothing Line
ASDA's George clothing brand is a significant differentiator, offering affordable fashion for men, women, and children. The brand has been praised for providing good value and style at accessible prices, making fashion more affordable for budget-conscious shoppers. George has become one of the UK's largest clothing retailers by volume, demonstrating the success of ASDA's approach to affordable fashion.
Home Goods & Other Products
ASDA also offers home goods, electronics, and other household items, making it a convenient one-stop shop for many customers. The company's product range is designed to meet most household needs, reducing the need for customers to visit multiple stores.
Pricing & Value for Money
ASDA positions itself as a value-focused supermarket, offering competitive prices on groceries and other products. The company's pricing strategy includes regular promotions, price-matching policies, and "Rollback" deals that offer significant discounts on everyday items.
Price Positioning
ASDA competes primarily on price with other major supermarkets like Tesco and Sainsbury's, while positioning itself above discounters like Aldi and Lidl in terms of product range and store experience. The company's focus on value makes it attractive to budget-conscious shoppers, though recent customer service issues may affect the perceived value proposition.
Asda Rewards Loyalty Program
ASDA launched its Asda Rewards loyalty program in August 2022, offering customers the ability to earn cashback on purchases. However, in February 2025, the company removed the popular "Star Products" feature, which previously offered a 10% return on certain items. This change was met with criticism from customers who preferred the previous system, with some considering shopping at other supermarkets. (Wikipedia)
Shopping Experience
ASDA offers both in-store and online shopping experiences, though customer feedback reveals significant differences in satisfaction between these two channels.
In-Store Shopping
ASDA stores are generally spacious and well-organized, with efficient checkout processes. The company has introduced self-service tills and has been investing in store refurbishments, with a £50 million program to upgrade 170 stores by late November 2024. In-store shopping experiences are generally more positive than online experiences, with customers praising the convenience and product availability.
Online Shopping Challenges
Customer reviews reveal significant problems with ASDA's online shopping platform. Common issues include:
- Missing items: Customers report receiving deliveries with missing items, sometimes worth significant amounts. One customer reported that nearly £30 worth of items were missing from an express delivery, with their refund request being rejected. (Sitejabber)
- Canceled deliveries: Orders are sometimes canceled without prior notification, causing significant inconvenience. One customer reported a delivery canceled two hours after the scheduled delivery time due to unspecified reasons, with delays in receiving a refund. (Sitejabber)
- Technical issues: Customers have reported technical glitches during checkout, with one reviewer stating, "I've just used the Asda website for the last time. Like thousands of other poor customers, I have spent hours compiling a shopping order only for the website checkout to fail." (Trustpilot)
- Product availability: Items shown as available online are sometimes not in stock, leading to frustration. One customer noted that items shown as available on the website were not in stock, leading to a decision to shop elsewhere. (Trustpilot)
Customer Service Quality
Customer service has been a significant concern for ASDA customers, with many reporting poor experiences across multiple channels.
Service Issues
Customer reviews indicate several service problems:
- Unresponsive support: Customers report difficulty getting responses from customer service, with delayed or missing replies to inquiries
- Refund processing: Delayed refund processing is a common complaint, with customers waiting weeks or months for refunds on canceled orders or missing items
- Lack of respect: Some customers have reported disrespectful treatment from staff members, with one customer expressing dissatisfaction with the treatment received from ASDA staff
- Poor communication: Lack of communication about order status, delivery issues, and problem resolution
According to Trustpilot, ASDA holds a rating of 1.3 out of 5 stars based on over 2,000 reviews, with common grievances including issues with online shopping, missing items, and unresponsive customer service. (Trustpilot)
Employee Perspective
Interestingly, employee reviews on Indeed provide a more positive perspective, with ASDA holding an overall rating of 3.2 out of 5 based on over 13,000 reviews. Employees praise the work-life balance, competitive salary, holiday entitlements, and training opportunities. One utility worker described ASDA as a "very good company" with excellent training programs that allow employees to thrive. (Indeed) This disconnect between employee satisfaction and customer service quality suggests potential issues with training, processes, or resource allocation in customer-facing departments.
Delivery & Shipping
ASDA offers various delivery options, including standard delivery, express delivery, and click-and-collect services. However, customer reviews indicate significant problems with delivery reliability and service quality.
Delivery Problems
Common delivery issues reported by customers include:
- Canceled deliveries: Orders canceled without prior notification, sometimes hours after the scheduled delivery time
- Missing items: Significant portions of orders missing from deliveries, with refund requests sometimes being rejected
- Delivery delays: Orders arriving late or not at all, with poor communication about delays
- Quality issues: Items arriving damaged or not fit for consumption, particularly fresh food items
Customer Reviews & Reputation
ASDA has a mixed reputation, with strong brand recognition but significant concerns about customer service and online shopping experiences. The company's Trustpilot rating of 1.3 out of 5 stars based on over 2,000 reviews reflects widespread dissatisfaction with online shopping and customer service.
Positive Customer Feedback
Some customers have shared positive experiences, particularly with in-store shopping. On Influenster, ASDA has a rating of 4.34 out of 5, with users praising the wide range of products and competitive pricing. One reviewer named Jessica W. mentioned, "Asda is the best place to shop, no matter what you need it is all under one roof. Customer service is fantastic..." (Influenster) However, these positive reviews appear to be primarily from in-store shopping experiences rather than online shopping.
Common Customer Complaints
The most frequent customer complaints include:
- Online shopping problems: Technical glitches, missing items, and canceled deliveries
- Customer service: Unresponsive support, delayed refunds, and poor communication
- Product quality: Fresh food items not stored correctly or not fit for consumption
- Loyalty program changes: Removal of popular features like Star Products
- Product availability: Items shown as available online but not in stock
Pros and Cons of ASDA
Pros
- Competitive pricing: Good value on groceries and essentials
- Wide product range: One-stop shop for groceries, clothing, and home goods
- George clothing: Affordable fashion for the whole family
- Extensive store network: Over 600 locations across the UK
- Own-brand value: Quality own-brand products at competitive prices
- Store improvements: Ongoing refurbishment program enhancing in-store experience
- Convenience: Multiple shopping channels including in-store, online, and click-and-collect
- Employee satisfaction: Good work environment with training opportunities
Cons
- Poor online shopping: Significant problems with website, delivery, and order fulfillment
- Customer service issues: Unresponsive support and delayed refund processing
- Low customer ratings: Trustpilot rating of 1.3/5 stars based on over 2,000 reviews
- Delivery problems: Missing items, canceled deliveries, and poor communication
- Quality concerns: Some fresh food items not stored correctly
- Loyalty program changes: Removal of popular features disappointing customers
- Declining market share: Market share down to 12.6% as of January 2025
- Product availability: Items shown as available online but not in stock
ASDA vs Competitors
ASDA vs Tesco
ASDA
- • Value-focused pricing
- • George clothing line
- • Over 600 stores
- • Poor online shopping experience
- • Customer service issues
- • Market share 12.6%
Tesco
- • Larger market share
- • Better online shopping platform
- • Clubcard loyalty program
- • More reliable customer service
- • Extensive product range
- • Strong brand recognition
ASDA vs Sainsbury's
ASDA
- • More budget-focused
- • George clothing brand
- • Customer service problems
- • Online shopping issues
Sainsbury's
- • Premium positioning
- • Better customer service reputation
- • Nectar loyalty program
- • More reliable online shopping
Who Should Shop at ASDA?
ASDA is ideal for:
- Budget-conscious shoppers: Those looking for competitive prices on groceries and essentials
- In-store shoppers: People who prefer shopping in physical stores rather than online
- One-stop shoppers: Those who want to buy groceries, clothing, and home goods in one place
- George clothing fans: Shoppers looking for affordable fashion
- Convenience seekers: Those who value having a nearby store for quick shopping trips
ASDA may not be suitable for:
- Online shoppers: Those who rely on online shopping and delivery services
- Customer service priorities: Shoppers who need reliable customer support
- Quality-focused buyers: Those who prioritize premium quality over price
- Reliability needs: Shoppers who need guaranteed delivery and order fulfillment
Money-Saving Tips for ASDA
Maximize value when shopping at ASDA:
- Shop in-store: Avoid online shopping issues by shopping in physical stores
- Use Asda Rewards: Sign up for the loyalty program to earn cashback on purchases
- Look for Rollback deals: Take advantage of promotional pricing on everyday items
- Buy own-brand products: ASDA's own-brand items offer good value
- Check George clothing: Look for affordable fashion deals in the George section
- Compare prices: Use ASDA's price-matching policy to ensure you're getting the best deal
- Shop during promotions: Look for special offers and seasonal deals
- Use click-and-collect: Avoid delivery issues by using click-and-collect services
Making the Right Choice for Your Shopping Needs
ASDA represents a complex value proposition that requires careful consideration of your shopping preferences and priorities. The company excels in competitive pricing and convenience, offering a wide range of products under one roof with an extensive store network. However, significant customer service issues, online shopping problems, and quality concerns significantly impact the overall value proposition and must be weighed against the cost savings.
For budget-conscious shoppers who prefer in-store shopping and don't need reliable customer service, ASDA can offer good value, especially with its George clothing line and competitive pricing on groceries. The company's ongoing store refurbishment program suggests a commitment to improving the in-store experience, which may benefit customers who shop in physical locations.
However, those who prioritize online shopping, reliable customer service, or consistent quality may want to consider alternatives. The company's Trustpilot rating of 1.3 out of 5 stars and numerous customer complaints about online shopping and customer service suggest that ASDA may not be the best choice for shoppers who need reliable support or online delivery services. For those interested in exploring other retail options, check out our comprehensive reviews of Marks and Spencer for premium British retail, John Lewis for department store shopping, or discover ways to save money on all your purchases with our guide to the best cashback sites. For those looking for ethical shopping alternatives, our review of Amazon alternatives provides options for conscious consumers.
Frequently Asked Questions
Is ASDA worth shopping at?
ASDA offers competitive pricing and a wide range of products, making it a viable option for budget-conscious shoppers. However, customer reviews indicate significant issues with online shopping, delivery services, and customer support. With a Trustpilot rating of 1.3 out of 5 stars based on over 2,000 reviews, many customers have reported problems with missing items, canceled deliveries, and poor customer service. For in-store shopping, ASDA can offer good value, but online shopping experiences have been problematic for many customers.
What are the main problems with ASDA?
The main problems reported by ASDA customers include delivery issues (canceled deliveries without notice, missing items), poor customer service (unresponsive support, delayed refunds), product availability problems (items shown as available online but not in stock), and recent changes to the loyalty program that removed popular features. Customers have also reported issues with product quality, particularly with fresh food items not being stored correctly.
How does ASDA compare to Tesco and Sainsbury's?
ASDA positions itself as a value-focused supermarket with competitive pricing, similar to Tesco. However, ASDA's market share has declined to 12.6% as of January 2025, while Tesco maintains a larger market share. ASDA offers good value for money, but customer service issues and online shopping problems may make alternatives like Sainsbury's or Tesco more reliable for some shoppers. ASDA's George clothing line is a differentiator, offering affordable fashion alongside groceries.
What happened to ASDA Rewards?
In February 2025, ASDA removed the "Star Products" feature from its Asda Rewards loyalty program, which previously offered a 10% return on certain items. This change was met with criticism from customers who preferred the previous system. The current Asda Rewards program, introduced in August 2022, continues to operate but without this popular feature, leading some customers to consider shopping at other supermarkets.
Is ASDA good for online shopping?
Customer reviews suggest significant problems with ASDA's online shopping platform. Common issues include missing items from deliveries, canceled orders without notification, technical glitches during checkout, and difficulties obtaining refunds. One customer reported that nearly £30 worth of items were missing from an express delivery, with their refund request being rejected. Many customers have expressed frustration with the online shopping experience and have decided to shop elsewhere.
What is ASDA's market position?
ASDA is one of the UK's largest supermarket chains, with over 600 stores and a market share of 12.6% as of January 2025. However, this represents a decline from previous years, attributed to increased competition and evolving consumer preferences. The company has initiated a £50 million store upgrade program, refurbishing 170 stores by late November 2024, as part of efforts to enhance the in-store shopping experience.
Does ASDA have good customer service?
Customer service has been a significant concern for ASDA customers. Reviews indicate unresponsive support channels, delayed refund processing, and lack of respect from some staff members. Customers have reported spending hours trying to resolve issues with deliveries and refunds, with many expressing frustration at the lack of support. However, employee reviews on Indeed suggest a positive work environment, with a 3.2 out of 5 rating based on over 13,000 reviews, praising work-life balance and training opportunities.
What products does ASDA sell?
ASDA offers a comprehensive range of products including groceries (fresh produce, meat, dairy, bakery items), clothing through its George brand, home goods, electronics, and financial services. The George clothing line is particularly popular, offering affordable fashion for the whole family. ASDA also offers own-brand products that provide quality at competitive prices, making it a one-stop shop for many customers.
Are ASDA products good quality?
ASDA offers a mix of quality levels across its product range. Own-brand items are generally well-regarded for providing good value, and the George clothing line is popular for affordable fashion. However, some customers have reported quality concerns, particularly with fresh food items not being stored correctly or not being fit for consumption. Product quality may vary by location and product category.
What should I know before shopping at ASDA?
Before shopping at ASDA, be aware of potential issues with online shopping and delivery services. Many customers have reported problems with missing items, canceled deliveries, and poor customer service. The loyalty program has been changed, removing popular features. For in-store shopping, ASDA can offer good value and convenience, but online shopping experiences have been problematic. Consider alternatives if reliable customer service and online shopping are priorities.
