What: the retailer has no plan to sell its clothes online despite being hit hard by lockdowns

Why is it important: since the pandemic many retailers have enhanced their digital platforms and began to implement online strategies to survive during these difficult times. However, Primark decided to not go online because of the cost of managing the operations and processing high volumes of return, which would mean it could no longer offer low prices. Even customers have said they would like to have the opportunity to buy the clothes online.

If Primark doesn’t start to implement a strategy for today’s customer’s needs it could mean a risk of losing loyal clients since they're discovering new brands and ways to shop. Online players like Asos and Boohoo make it work because they are “geared up for it in terms of logistics” and reported soaring growth in sales this Christmas season, but since Primark value proposition as a fast-fashion retailer is low prices, the cost of going online would mean prices rise.

Primark refuses to go online despite £1bn lockdown loss