For years, Primark has insisted it would remain an in-store only retailer. Even during lockdown, when every Primark store was forced to shut it suffered a loss of £1bn, the retailer refused to open up a website.
But today everything changed, because Primark finally opened a website. Dreams really do come true.
The new Primark website features much better photos of clothes and homeware, including shots of garments laid flat as well as modelled. Shoppers can also now browse Primark items by style, colour and size.
READ MORE: Primark has finally launched a website, and you can use it from today
Primark still does not offer home delivery, but crucially, people using the new website can also check if the item they want is available in a store near them.
The website will use a traffic light system to do this. If an item has a green light, it is in stock. Orange means there are a few left, while red means it's sold out but will be returning.
A grey light means the item is not stocked in a particular store.
The new online portal gives shoppers more details on Primark clothing, including information on fabric and materials, as well as care instructions.
The new website is meant to "better connect the journey between searching online and then shopping in store", Primark announced on Thursday morning.
Primark chief executive Paul Marchant said: "We know our customers love the experience of shopping with Primark and the surprises they pick up when they come into our stores – it’s what makes Primark special. However, we know that they also want to browse the latest collections online and be able to check availability, which is what our new website makes possible for the first time."
Primark said the next steps for the website are customer accounts and a log-in function, as well as being able to create a wishlist of favourite products.
It will soon be launching a newsletter so that Primark fans can stay informed of new clothes and other big updates. The UK is the first country to get the new Primark website, ahead of 13 other nations.
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