Primark, the value fashion-to-homewares retailer, has launched a new website but it is yet to offer customers the opportunity to buy online.
The new service will allow UK shoppers to browse stock and check availability before heading to any of its 191 stores, the company said.
Primark said it would “better connect the journey between searching online and then shopping in store”.
It has steadfastly refused to launch a delivery operation despite acknowledging the growing role online is playing in the digital age.
The retailer paid a heavy price for that stance when COVID lockdowns forced the closure of its stores in the UK and 13 other markets.
However, pent-up demand helped it recover some of those losses when restrictions eased.
Its most recent trading update showed UK sales for the 16 weeks to 8 January were ahead of the same period last year but still 10% behind pre-pandemic levels.
At the same time, owner Associated British Foods said it was cutting 400 management roles to help manage costs in its UK store estate.
Primark said its new website would soon be rolled out across each territory in which it operates.
It said the site’s product pages would house more information and better imagery, while shoppers will also have access to improved search functionality and product filtering, such as by size and colour.
Primark chief executive Paul Marchant said: “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.
“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.”