Reuters has reported that Belsham, who was the multichannel development director at Tesco, has joined Ocado to accelerate its expansion in non-food ranges including toys, baby products, health and beauty and kitchenware.
The new recruit is expected to build a team that is expected to bring new products to the website early next year.
Tim Steiner, chief executive, commented: "Ocado is entering the next exciting stage of its development and part of that involves expanding our range of products significantly in the coming years.
"Simon will lead the team to develop a compelling non-food offer for Ocado."
Ocado already sells a small number of non-grocery products, including small toys, tableware, magazines and gifts.
Belsham's departure is the latest in a string of management resignations from Tesco, which lost its head of its online business, Laura Wade-Gery, last month to Marks & Spencer, just before she was due to start as head of non-food in the UK.