Tesco has axed the sale of clothing online less than six months after it was the first UK supermarket to launch the service, according to a report in Marketing Week.
Tesco had previously said it planned to sell 300 lines from its women's clothing range through Tesco Direct.
A spokeswoman for the grocer said: "We did a trial to sell clothes online starting in November, which I can confirm has ended. We are reviewing the results of that trial and will then decide an outcome based on that."
She denied that halting the trial meant that the activity had been "unsuccessful". It is understood the retailer may consider the launch of a standalone fashion website.
A message on the Tesco Direct website says: "Thank you for visiting Tesco clothing online. We have listened to your feedback and will be trying to improve our offer based on this. Check back here for more news soon."
Tesco Direct, its non-food catalogue and online business, was launched two years ago. The results for the 2007 Christmas period – six weeks to January 5 – revealed non-food sales through Tesco.com and Tesco Direct in the UK soared 24% to £190 million.