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.

However, 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.”

The move follows Primark’s growing investment in digital in recent months, having launched its first-ever mobile app in the UK to bring the ‘Primark experience’ directly into the hands of shoppers and increase convenience and personalisation within customer buying journeys.