The British Red Cross has moved its retail operation online with the launch of its first internet shop.
The site brings together 1,500 products that were previously available only from three separate mail-order catalogues or telephone ordering services.
Products include equipment for independent living, first aid essentials, gifts and cards. Education publications and classroom material are also available.
"We saw that 30 per cent of other charities' sales are made online, so we'd be missing out if we weren't doing this," said spokeswoman Anna Bifield.
The site has information on stock levels for each item, which means consumers know how long their orders will take to process.
"The back-office tools mean it is easy for us to administer and use for internal purchasing, which helps keep costs down and maximise profits," said Dorothea Arndt, new media manager at the charity.
The site was created by website development agency Baigent, and has been promoted to supporters, staff and volunteers by email.