J. Sainsbury's success story Another British grocer is J Sainsbury plc (LON:SBRY), currently ranked second in online grocery sales and considered the fastest growing online grocer in the U.K. Sainsbury's grocery business is rapidly growing with annual sales rising 20% and weekly orders that surpassed 165,000 during 2012. According to the company's website, its online grocery orders generate nearly $1.2 billion in sales and the online business is considered a major part of the company's growth strategy. J Sainsbury plc (LON:SBRY) finds the multi-channel strategy to be a profitable one because customers that shop both in-store and online spend more than customers who only shop in-store. Deal promising for Morrison and Ocado According to Reuters, Morrison had some misgivings on the profitability of the business deal due to the fact that Ocado has been in business for ten years and has yet to earn a profit.