Discount supermarket Aldi has downplayed reports that is planning to expand into online grocery sales in Britain, saying that eCommerce “is not an immediate focus” for the chain.

German trade journal Lebensmittel Zeitung has claimed that the brand was preparing to launch an online store in Britain and potentially other markets, including its native Germany. However, the company has said it has no such plans for an eCommerce service.

According to reports, Aldi has hired experienced online professionals and consultants to shape an eCommerce strategy, and is planning a large-scale trial of the service. While the chain has denied these rumours, it has been rapidly expanding in Britain and is now one of the largest supermarkets not to have an eCommerce presence.

“eCommerce is not an immediate focus for Aldi as we currently have the best performing business model in the grocery sector,” said a spokesperson for Aldis British unit. “However, it is an area we monitor as part of our customer-focused approach.”

Grocery eCommerce only accounts for about five per cent of sales in the UK, and less in Europe, where it has not taken off to the same degree. Aldi offers online delivery of alcoholic drinks in Australia, but currently has no other eCommerce offerings anywhere else.