Primark cites doubling down on digital in Europe, but just can't shake off that bricks-and-mortar mindset

As noted previously, UK fast-fashion retailer Primark has been something of a phenomenon in the retail sector. With a business model built around stacking its stores high with low-cost items, the firm had eschewed the online world until very recently.

The reasoning was simple enough - Primark is a high volume, low-priced and low margin business and running an e-commerce operation was deemed to be simply too expensive. It was hardly alone in this worldview - its counterpart B&M took, and still does take, a similar stand.

But recent years have seen some modification of Primark’s stance on digital. In 2021, plans were announced for a much-needed upgrade to the retailer’s website, although still very much focused around it being a showcase for the firm’s goods, and not-transactional in nature. The upgraded site would allow shoppers to look at what the firm had on offer and check on it ...