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Primark continued to step up its investment in digital capabilities this year as part of its strategy to support long-term growth, drive customer engagement and make shopping easier.
April 2026 saw the launch of the Primark app in the UK, Primark’s biggest market. The app brings the Primark experience directly to customers: shoppers can explore trends, check stock availability, save favourites, receive personalised notifications and use the store locator to plan their visits.
The app also integrates with Primark’s Click & Collect service, creating a seamless shopping experience and helping drive customers to stores. Early adoption has been encouraging, with the app reaching number one in the UK App Store on three occasions since launch and accounting for 9% of Click & Collect sales within days of launch and around 15% by the year end. Stock checker usage – which is a strong purchasing signal – has also been robust, with on average 29.5% of app users in the UK using it since launch.
The collective power of these digital investments, which also encompass Primark’s website, customer relationship tools and owned channels, is working to create a digital ecosystem that fuels growth: greater customer engagement generates richer data, which enables more personalised communications, helping to drive in-store footfall and sales.
While Primark remains a store-led retailer, its broader digital investment strategy is an important focus area. Click & Collect continues to grow strongly, with underlying Click & Collect sales per store growing by 84%year-on-year. In September, Primark announced plans to offer home delivery in Great Britain in the future, giving customers more choice in how they shop with Primark and helping Primark to reach new customers and give existing customers another convenient way to access the products they love.
year-on-year increase in underlying Click & Collect sales per store
Revenue (£m)
Primark's first UK customer-facing mobile app gives shoppers digital access to its Click & Collect service for the first time