Ocado is offering free delivery on Wednesdays for customers who spend £75 or more.
The offer is being trialled in some parts of the country ahead of a nationwide roll-out.
Ocado said the deal was designed to convince new customers of its price competitiveness.
“We have made delivery cheaper over the years and will continue to do so,” said Ocado chief financial officer Duncan Tatton-Brown. “It makes sense for us and works for our customers.”
He said Ocado had reduced delivery costs 25% over three years to an average of £2.50.
This week, Ocado reported retail sales up 18% to £218.5m for the first quarter to 23 February.
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