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Customers will be able to check the availability of products on the site thanks to a traffic light system

Primark has launched its new revamped website, allowing customers to browse stock and check availability before heading to stores.

The website was initially launched in the UK and will roll out to Primark’s other 13 markets in the coming months.

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Although Primark still does not offer home delivery, the fashion retailer hopes the website will be a popular resource for customers.

The website will feature thousands of products to browse, including clothing and household items.

What will the new Primark website include?

The new website will allow customers to see what clothes are currently in store.

This is a change from the previous site which only allowed a preview of what was in store.

Currently, shoppers are using social media to preview new ranges.

If an item has a green light it’s in stock, while orange means a few left and red means it’s sold out but will be back.

A gray light means the item is not stocked in a particular store.

The fashion chain has also confirmed that customers will be able to check stock levels at their local store.

This means that its new site will allow shoppers to see what’s available.

Primark said the site’s product pages will contain more information and better images, while shoppers will also have access to improved search features and product filtering, for example by size and colour.

The fashion retailer said its new site aims to “better connect the journey between online search and in-store purchase”.

What did the retailer say?

The move to creating this website marks a shift in the online platform’s critical role in supporting in-store sales, the retailer said in a statement.

Primark Managing Director Paul Marchant explained what the new website will be about and why the retailer decided to launch the site.

He said: “We know our customers love the shopping experience with Primark and the surprises they receive when they walk into our stores – that’s what makes Primark special.

“However, we know they also want to browse the latest collections online and be able to check availability, which our new website makes possible for the first time.”

He added: “This new website and new features mark a significant step forward for our business and represent a shift in the role of digital at Primark.

“The new site also gives us a great opportunity to reach a whole new group of customers, allowing us to showcase the wide range of products we offer as they browse online to entice them to visit our stores.”

Will there be a “click and collect” function?

“Click and collect” is where you order and pay for an item online to pick it up in store.

Primark has yet to officially confirm whether it will allow shoppers this option when ordering through its new website.

John Bason, chief financial officer of Primark owner Associated British Foods, told Reuters: “We are driving digital forward in a very big way both in the UK and the rest of Europe.

“It will generate sales and profits for us. Does it give us the ability to go further? Well, let’s take a look at that.

He added: “If there was an e-commerce opportunity for us, it would probably be more in the area of ​​click and collect.”

What did Primark exclude?

Mr Bason ruled out home delivery, saying it would not be financially viable for the business.

“You can’t get our value by home delivery, it’s as simple as that,” he said.

Primark is still adamant that it won’t start selling clothes online.

This despite calls from shoppers for the retailer to start doing so during the Covid lockdown.

How has the retailer been affected by Covid?

The closure of non-essential retail businesses has caused Primark stores to be temporarily closed for months in a row.

Its sales have fallen to £650million a month at £0 due to no online revenue.

The move is part of an overhaul of its retail management team.

The retailer warned that sales at the time were 5% below pre-Covid levels from the same period two years ago.

A statement said: “We are proposing to simplify our UK in-store retail management structure as part of our ongoing program to improve the efficiency of our in-store retail operations.”

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