Asda has rolled out a new dropshipping and marketplace platform to launch third-party retailers on George.com.

Decathlon has become the first external retailer to sell its products on the site.

The partnership forms part of the supermarket’s wider strategy to open up its e-commerce platform to third-party brands.

Asda said Decathlon would be the “first of many” to join the site, with the company expecting more partnerships next year.

Asda has partnered with tech provider Virtualstock, which develops the marketplace platform, to facilitate its new offering. The company's integration process connected with the retailer's existing technology along with a scalable integration for its suppliers.

The initiative supports Asda as it carries out its 'Project Future' transformation which involves disconnecting from previous-owner Walmart's infrastructure.

Virtualstock said that Decathlon integrated with Asda via its APIs, avoiding the need for a direct integration with its legacy technology.

The pair-up with Decathlon expands on Asda's existing partnership with the sportswear giant, which has seen 22 concessions open at its stores nationwide.

The move comes as a number of major retailers expand their product ranges through combining dropshipping with a marketplace platform.

“The expansion of our product ranges online is a key focus for us, so to be able to bring products from a trusted retailer like Decathlon marks a significant milestone for us," said Michael Rowles, senior director, online trading at George.com. “We’re delighted to be able to bring hundreds of new Decathlon products to our website for customers to shop.

"We look forward to sharing more exciting plans to bring products from more of our partners to our website, as we head into next year.”

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