Clothing retailer Primark is shaking up e-commerce

Primark will venture into online shopping with a new ‘click and collect’ feature for children’s products as it plans to move away from strictly physical retail, the Financial Times reported on Monday (June 20).

The click and collect feature will allow customers to order items online and collect them from one of the company’s participating stores in the North West of England.

George Weston, CEO of Primark’s parent company, Associated British Foods, called click and collect a “significant business opportunity” for the retailer’s children’s clothing section.

“We have a very strong children’s clothing business, but we’ve always been short on space,” Weston said. “We believe this will solve this space problem and give more shoppers more reason to come to our stores, more often.”

Primark hasn’t been eager to jump into online sales, even despite the hit it took during the 2020 quarantine when in-person stores were closed. Primark is also the only major UK retailer that does not offer an online service.

Weston said he didn’t think Primark was going to switch completely to e-commerce, saying the cost was too high, “the return rate is horrible and I think it’s environmentally questionable”. However, he said the group would look at where it could build on its click-and-collect offering in other subsets of its business.

Last year, PYMNTS wrote that Primark planned to increase the number of its US locations from 13 to 60 over the next five years.

See also: Primark aims to quadruple the number of stores in the United States

Primark originally debuted in the US in 2015 with a location in Boston, then added a location in Brooklyn. It has since added locations in the United States, with about a third of its new store openings since 2020 in America.

At the time, Weston said expansion into the United States would primarily be east of the Mississippi River, which would speed up shipments from its Pennsylvania warehouse.

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NEW PYMNTS DATA: THE CUSTOM PURCHASING EXPERIENCE STUDY – MAY 2022

About: PYMNTS’ survey of 2,094 consumers for The Tailored Shopping Experience report, a collaboration with Elastic Path, shows where merchants are succeeding and where they need to up their game to deliver a personalized shopping experience.

Anne G. Cash