Budget fashion store Primark has launched its brand new website in the UK, designed to allow users to browse its products and check stock availability with ease.
Heralded as a “virtual shop window,” the much-anticipated website features a wide selection of Primark clothing as well as ranges across the retailer’s homeware, lifestyle, and beauty lines.
However, customers will be unable to make purchases online – a channel that the fast-fashion chain has actively stayed away from – but customers will be able to view more images of products and navigate the site by selecting filters for size and colour.
In a statement, the High Street retailer said the move marks a shift in the role of digital within the business as it recognises the critical role online can play to support sales in-store.
“We know our customers love the experience of shopping with Primark and the surprises they pick up when they come into our stores – it’s what makes Primark special,” said the retailer’s chief executive, Paul Marchant.
“However, we know that they also want to browse the latest collections online and be able to check availability, which is what our new website makes possible for the first time.”
“This new website and new features mark a significant step forward for our business and represent a shift in the role of digital at Primark. The new site also gives us a great opportunity to reach a whole new set of customers, enabling us to showcase the great range of products we offer when they’re browsing online to help tempt them into our stores.”
The new website aims to better connect the journey between searching online and shopping in-store and plans to roll out more features over the next few months. Additional sections of the website will include the addition of a customer account and log-in functionality, plus a newsletter and the ability to create a customer wish list for any of its 191 stores across the UK.
After the initial UK launch, Primark says it is also aiming to bring the website across its 13 other markets by the end of September 2022, including Ireland, US, Spain and France.