With more than 200 stores worldwide, Primark is one of the UK’s largest high street retailers, dominating its segment in what is a crowded retail market.
But while competitors such as Peacocks and H&M are doing some great things in the ecommerce space, Primark still doesn’t even have an ecommerce offering.
Google Trends and Alexa quickly reveal that ‘Primark online shopping’ is the second most searched term related to the retailer, increasing by 400% in the last year. There is clearly an interest and a demand, but every one of those potential customers will be taking their business elsewhere once they see it has no ecommerce presence.
So why is this? Is it to do with cost? The margins? The logistics? Or that someone high up at Primark just doesn’t ‘get it’? Could it be that Primark has tried to set up an online presence but that it didn’t go so well? Getting an ecommerce site live is not totally straightforward these days.
You need to choose the right platform, the right design and, of course, the right developers. Maybe the launch is imminent.
Whatever the reason, Primark has the brand, the products, the search volume and the demand for an online store. The longer the company goes without a site, the more potential revenue falls through the net. Can Primark afford not to launch an ecommerce operation?
Ben Stavely, Ecommerce manager, DotCommerce