Primark has hinted at a new "click and collect" shopping option, in what would allow customers to order online for the first time.
But the high street fashion chain stopped short of offering any glimmer of hope that home delivery could be on the horizon.
It comes as Primark prepares to launch its revamped website this month.
The new webpage will allow customers to see what clothes are in stores right now, instead of just a preview like on its current website.
At the moment, shoppers often have to use social media to get a sneak peak of new ranges.
The fashion chain also confirmed that customers will be able to check stock levels in their local store - meaning you’ll be able to see what is available.
Primark has yet to officially confirm if it will allow shoppers to "click and collect" orders when its new website launches.
"Click and collect" is where you order and pay for an item online to pick up in stores.
Would you be happy to see Primark offer "click and collect"? Let us know in the comments below.
John Bason, finance director of Primark’s owner, Associated British Foods, told Reuters: “We’re making the digital move forward in a very big way in both the UK and the rest of Europe.
“That will generate sales and profits for us. Does this give us a capability to move further forward? Well let’s have a look at that.
“If there was an e-commerce opportunity for us, it will probably be more in the area of click-and-collect.”
However, Mr Bason ruled out offering home delivery, saying that it wouldn’t be financially viable for the business.
“You can’t get our value by delivery to home, it’s as simple as that,” he said.
Primark has remained adamant that it won't start selling its clothing online, despite calls from shoppers during the coronavirus lockdown.
The closure of non-essential retail saw Primark stores temporarily closed for months at a time - with its sales dropping to £650million sales a month to £0 due to no online revenue.
In its latest financial update, published in January 2021, Primark said it will axe 400 shop floor jobs this year as part of an overhaul of its retail management team.
The retailer had warned sales at the time were 5% lower than pre-Covid levels in the same period two years ago. Like-for-like sales were 11% below.
Primark said the cost of materials and the supply chain crisis has been mitigated by a favourable US dollar exchange rate compared to last year and a reduction in store operating costs.
A statement said: "We are proposing to simplify our in-store UK retail management structure as part of our ongoing programme to improve the efficiency of our store retail operations."
