Primark offering online ordering is massive, as the retailer had maintained for a while that it would be strictly brick and mortar. Considering how price-sensitive consumers have been forced to become, an affordable retailer like Primark increasing its accessibility is a helpful move to shoppers.

Further, Primark stores can be challenging to comprehensively shop on a time crunch, especially when crowded, so the online channel will create an efficiency for many. While the retailer will have to assume more returns, this decision is absolutely the right one in sustaining Primark’s positioning as a modern brand. If Primark didn’t innovate to match shoppers’ buying behaviours, the brand would risk obsolescence.