Now you can buy virtual groceries on shop windows and have them delivered to your front door

It brings a whole new meaning to the term 'window shopping'.

Ocado is launching a 'virtual' high street shop with pictures of groceries.

Customers scan the barcodes of products they want to buy using their smartphone - and the goods are delivered to the front door.

No bags: A trial is being held in central London. The advantage is heavy groceries do not have to be carried home

The new 'shopping window' is being launched in central London and could be rolled out across the country.

Ocado say the novel project could be a taste of the future of shopping as time-strapped commuters are able to order their groceries without being forced to pack and carry home their items.

It comes after a similar trial by Tesco carried out in a South Korean subway.

The supermarket giants created a virtual store consisting of posters of shelves stocked with goods.

After the success of the scheme Tesco are reportedly planning on bringing the virtual supermarket to Britain.

The Ocado wall will operate on a trial basis at the One New Change shopping centre until September 1.

Customers have to download the Ocado On The Go app before they can buy products from the 'window shop'.

If the trial proves successful, Ocado plans to set up new walls in other empty shop units around the UK.

Ocado co-founder Jason Gissing said: 'We hope this trial is a hit and, based on its success, we'll be looking at options around continuing this "virtual window shopping" approach in other locations.'

A new window shopping: Customers scan a picture of the product and it is delivered to their frontdoor

Ocado spokesman Ben Lovett added: 'The shop will be a printed window display featuring some of our most popular items.'

'Barcodes underneath will let you scan the items and drop them into your basket on the app. Then you simply book a delivery and get on with your day.'

Ocado have never launched a 'real' store and it is the first time they have had a physical presence on the high street.

A spokesman for the online grocer said 15 per cent of Ocado orders are now placed on mobile phones.

Read more: http://www.dailymail.co.uk/