Discount fashion retailer Primark has announced a significant shift in the direct e-commerce model it had long avoided, saying it will launch home delivery in Great Britain. The company is preparing to expand the digital sales journey it began with Click & Collect in 2022 by adding direct-to-consumer delivery. The exact launch date of the service has not yet been announced.
Primark Establishes a Sheffield Hub for Home Delivery
Primark had previously avoided offering home delivery. The company had stated that, considering its low-price business model, such a service was not economically viable. Until 2022, the company did not sell its products online. With the “click and collect” system launched that year, customers were able to order products online, but they had to collect their purchases from stores.
Primark has acquired a highly automated fulfillment facility in Sheffield to support its new e-commerce operation. Its parent company, Associated British Foods (ABF), said that the success of Click & Collect, improving digital capabilities, and changes in the online retail market have created a profitable and additional growth opportunity in home delivery. The company’s digital strategy also includes investments in CRM, digital marketing, mobile applications, and Click & Collect.
Saudi Arabia and Mexico Among New Markets
The retailer is also expanding its physical store network in international markets. Primark has extended its franchise agreement with Alshaya Group to include Saudi Arabia, with the company’s first store in the country planned to open in spring 2027. The company currently has three franchise stores in Dubai and one in Kuwait. A franchise agreement has also been signed with El Puerto de Liverpool for the Mexican market.
Decline in European Sales Continues
According to ABF’s fourth-quarter forecasts, Primark’s total sales are expected to increase by approximately 2%, while like-for-like store sales are projected to decline by 3%. Like-for-like sales in the UK and Ireland are expected to rise by 0.4%, while a 4.3% decline is forecast in continental Europe. In the US, total sales are expected to grow by 11%. ABF CEO George Weston said that trading conditions in Europe remain challenging, while the UK market and the womenswear category have performed more strongly than other markets.
Artificial Intelligence Is Being Used in Digital Content Production
The company’s digital transformation also includes artificial intelligence initiatives. In a two-month AI content automation test carried out with Amplience, Primark worked on product descriptions, image alt text, and SEO content. Test results showed that daily product description output increased by 70%, while monthly SEO content production rose by 150%. The company has also begun evaluating end-to-end product description generation based on agentic AI.
As its e-commerce and artificial intelligence investments expand, Primark is positioning online channels as a growth area that complements its store-led retail model. The separation of ABF’s retail and food operations is planned to be completed in December 2027.