Here’s why late online shopping and delivery move is a gamble worth taking for value retailer Primark
Last week there was back slapping aplenty among online guru industry observers, accompanied by an onslaught of smug, self-congratulatory 'I told you so' LinkedIn posts, as Primark announced plans to finally launch a home delivery service in Britain.
This follows the purchase of an automated fulfilment facility in Sheffield. The retailer went live with a Click and Collect service in 2022, and owner Associated British Foods (ABF) now says there is "opportunity for profitable growth" through home deliveries.
The move, which was denied following media reports earlier this year, comes as Primark prepares to split from ABF. This is likely to complete in December 2027 and is expected to create two new FTSE 100 companies, with analysts predicting that Primark could be valued at as much as £9 billion, and the food part of the business £4 billion.
A spokesperson commented: “Our stores will always be at the heart of Primark. But a lot has changed in online retail in recent years, from how customers shop and their expectations for online delivery. Combined with the digital progress we’ve made, and particularly the success of Click & Collect, we’re confident the time is right to give customers in Great Britain even more choice in how they shop with us.”
Sorry, online gurus, but Primark launching home delivery doesn’t mean it was wrong to resist the rise and rise of e-commerce. In fact, it might actually have been pursuing the right strategy all along. For years, Primark trod its own path: significant store footfall and no home delivery in the face of everyone else rushing online. But, as the Primark spokesperson says, things change.
Conventional wisdom dictates that, if a retailer can sell online, it should. But for Primark, the numbers didn't stack up, and it has said as much on numerous occasions over the past few years. Low prices versus picking and packing, delivery, and the never ending headache that is customer returns. No thanks!
So, ultimately, this isn't about Primark being a laggard that is finally catching up. It has spent years building a mighty store led model. And it has acted in a thoughtful, measured manner. It tested the waters by introducing Click and Collect, and now it is stumping up serious amounts of cash for the infrastructure needed to make home delivery work at scale.
The argument in favour of this move is a compelling one. I'm a fan of Primark but I rarely shop there in person these days thanks to the busy aisles and massive queues (although the latter has been addressed to a certain extent with the roll-out of self-service checkouts). This is about making Primark accessible to people like me who currently avoid the physical store experience altogether. Open up a completely new customer segment and you’ve bagged yourself the Holy Grail of omnichannel retail.
Nonetheless, the question remains, is it possible to make the economics around online shopping and delivery work at Primark prices? That's another article in itself. Let us know your thoughts in the comments section below.
2026 RTIH Innovation Awards
Online retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
