Primark will make its move into ecommerce, offering customers home deliveries “in the future” for the first time.

The value fashion retailer had spent years resisting calls for a fully digital offering, saying its competitive pricing could become compromised if it had to absorb the costs of operating online alongside running its bricks-and-mortar estate.

Having stuck to its store-first strategy, Primark had started to move towards ecommerce, creating an omnichannel half-way house via its Click & Collect service. It had also started to invest in digital services, including its first-ever mobile app which it launched to increase convenience and personalisation within customer buying journeys.

Its owner, ABF, said in a trading statement this morning (10 Sep 2026) that it would launch home deliveries and had acquired an automated fulfilment facility in Sheffield to support its new digital capabilities.

“Primark will continue to grow Click & Collect and, having undertaken a detailed review, will in the future offer home delivery in Great Britain.”

In its statement, Primark also said that growing “digital maturity” and “online market developments” were behind the u-turn, but remained tight-lipped as to when home deliveries would start.

“Primark’s digital maturity, including the success of Click & Collect, and online market developments, mean there is now the opportunity for profitable growth through the home delivery channel.”

Retail analyst and host of the Retail Disrupted podcast, Natalie Berg, said Primark was “more than fashionably late to the ecommerce party.”

Speaking to the BBC, she said that “not even the pandemic could convince them to launch online, so the fact that Primark is making such a U-turn tells us just how much the retail landscape has evolved.”

This view was mirrored by Dan Coatsworth, Head of Markets for AJ Bell, who said Primark “had no choice” but to finally adapt.

“Having full online transactional capabilities is something the company has always shied away from. While physical stores remain relevant, online shopping is well established and Primark clearly had no choice but to adapt to the modern retail world,” Coatsworth said.