Coles has announced a new phase in its growing partnership with eBay, in a bid to combat the online market dominance of major competitor Woolworths.
The partnership was first announced in March this year - with Coles offering products for the same price as in-store.
Now, Coles shoppers who are members of eBay's membership program, eBay Plus, will receive $49 off their first shop over $99, plus five per cent off every future shop.
With the $49 discount, any new shoppers who sign up to the membership program - which is $49 - will essentially be doing so for free.
eBay Plus members receive free delivery and double flybuys points.
A range of fresh and frozen food, pantry, household and beauty items are available online at the same price as Coles' brick-and-mortar stores.
Coles on eBay is available to shoppers in metropolitan Sydney, Melbourne, Brisbane, Adelaide and Perth.
This story first appeared on 7NEWS.com.au.