Jess Bacon, a plus-size shopper, prefers online shopping due to unreliable in-store sizing and finds returning items easier through postal services. She notes that Primark is one of the few retailers offering plus sizes, and the company is planning to launch home delivery to compete with fast-fashion brands.
The rise of online shopping has been significant, with 27.3% of retail sales occurring online in August 2023, up from 18.1% in 2019. Retail analysts suggest that Primark's move into home delivery is a response to changing consumer preferences and the challenges faced by traditional retail stores.