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The main aim is to 'improve customer experience,' Chairman Jonathan Cole told us. The new site integrates voice services through Skype and iChat channels, so that customers can talk to support staff without clocking up expensive phone bills.

There are also new sections: the Audio and Visual section is centred on products for the multimedia professionals, while an educational section will also launch soon. There is also a wider range of products, which now includes the likes of sat-nav systems and plasma TVs.

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Warehouse has also teamed with Coms.com to offer its voice platform: a free UK number for your computer, plus software to make calls over the Internet.

Cole said there would also be a focus on the community aspect. There is already a blog on the latest products and a wire service for the latest news.

'We want to offer the same level of service to our online customers as we do to anyone walking in to one of our shops on the high street,' said Cole. 'We're not trying to be dabs. We're more convenient than dabs, and faster than Apple.'

Computer Warehouse aims to ship within 24 hours, with a next day delivery for orders placed before 2pm, and new customers will receive a phone call to confirm the order.

Cole also claimed Computer Warehouse is cheaper than Apple, especially when it comes to buying kit with upgraded components such as memory.

He said the site has around 3,000 customers a month, and expects that to rise to 5,000 by the end of the year.

The site is available at www.cwonline.co.uk.