The growth of Asda's online shopping business has created 230 jobs across its 17 stores in Northern Ireland, the supermarket giant said.
Northern Ireland shoppers' enthusiastic reception of the grocer's Click & Collect has grown more than five-fold year on year since it was introduced last year - the highest growth area of all the UK regions. The new jobs cover all aspects of online shopping and include home delivery drivers, personal shoppers and section leaders in a service.
The online service is part of Asda's five-year strategy to respond to the changing retail landscape.
New e-commerce manager Ciara Smith said it wasn't a case of a battle between online and off-line shopping. "It's an integrated approach which will seamlessly combine bricks and mortar with online shopping to make Asda the most accessible and convenient retail experience available."