Asda, a major UK supermarket chain, has seen significant growth in its online grocery segment, with 39 million deliveries and £3.2bn in sales in 2023. The retailer's online sales now constitute 18% of its total grocery revenue, attributed to investments in pricing, quality, and innovation, including partnerships with Deliveroo, Just Eat, and Uber Eats. Despite returning to a pretax profit of £180 million in 2023, Asda has experienced a decline in market share to rivals, with sales falling by 4% in the last 12 weeks. High debt levels and intensified competition in the UK grocery sector pose challenges for Asda's future growth and market positioning, while strategic investments in online business expansion and store upgrades aim to bolster its competitiveness.