Retail behemoth Wal-Mart is planning to trial its first online fresh grocery delivery service in California, the US, according to a report by Bloomberg.

Quoting a person familiar with the project, Bloomberg said the company is looking for new sources of revenue growth, but the so-called “Project Titan,” has yet to be approved and may not happen.

Bill Simon, the chief of Wal-Mart’s US operations, reportedly revealed in October that Wal-Mart would test an online grocery service “in the coming year”, on the back of similar moves in the UK, Mexico and Japan.

“Wal-Mart needs to get more serious about e-commerce, so that would be interesting,” Matt Nemer, analyst at Wells Fargo, said in an interview reported by Bloomberg. “Grocery delivery works in urban markets, and they already do it in the UK, so they have experience.”

To help lead the effort, the retailer has apparently transferred Richard Ramsden (who previously headed home shopping for Wal-Mart’s Asda division in the UK) to the headquarters of Walmart.com in Brisbane, California, the Bloomberg report said.

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