Primark explores launch of online delivery
Famous for its in-store-only retail model, Primark is looking to strengthen its online operations, according to a report by The Times.
The value fashion retailer currently operates a website that allows customers to view new collections and order them to the store via Click & Collect, but it is not currently set up to support home delivery.
However, the retailer has previously suggested that its customers are looking for better digital tools, with the latest reports following the launch of Primark's first mobile app in the UK in April this year.
The app offers customers personalised notifications, real-time stock checks, store information and curated favourites. Following launches in Ireland and Italy last summer, the UK “all-in-one” platform also makes shopping via Primark’s popular Click & Collect service more accessible.
Speaking on the app launch, Matt Houston, Chief Customer & Digital Officer at Primark, said: "Customers are increasingly turning to digital tools that make shopping easier and more rewarding, and we’re confident that our app will deliver an intuitive, personalised experience that’s been carefully designed to help them get the most out of every Primark visit."
Primark has long resisted opening a fully operational online delivery system, arguing that its current strategy, which relies on low prices and tight margins, would not sustain the additional operating costs associated with online shipping, including packing and shipping orders, as well as the impact of returns.
A Primark spokesperson has since responded to reports, stating: "Primark’s position on home delivery remains unchanged. As part of regular reviews of our distribution network to support future growth, we explored this site as a potential option for our Click & Collect service in Great Britain."
These reports followed the announcement that, by the end of 2027, Primark is set to be spun off from its parent company, Associated British Foods (ABF), following a significant review of the company structure in a bid to improve returns for shareholders.
This came as Primark highlighted weaker trading in April amid pressure from conflict in the Middle East, which weighed on consumer sentiment.
Just prior to the announcement of Primark's spin-off, in March, Eoin Tonge was confirmed as the retailer's permanent CEO.
