Here comes the 'next generation shopping'- a virtual shop window wherein customers can scan the barcodes of all the grocery essentials they want to buy with their smartphones and have them delivered to their doorstep.
UK-based online grocer Ocado has launched the new 'shopping window' in central London and plans to roll the concept out across the country if proven successful.
It 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, reports the Daily Mail.
It comes after a similar trial by Tesco carried out in a South Korean subway.
The Ocado wall will operate on a trial basis at the One New Change shopping centre until September 21.
Customers have to download the 'Ocado on the Go' app before they can buy products from the 'window shop'.
"The shop will be a printed window display featuring some of our most popular items," said Ocado spokesman Ben Lovett.
"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," he added.
Ocado have never launched a 'real' store and it is the first time they have had a physical presence on the high street.