“A virtual shop window to explore what awaits in-store, the new website features a much wider selection of the latest Primark collections and everyday essentials across fashion, homeware, lifestyle and beauty”, we’re told. “So whether that’s checking out new denim fits and ranges, finding out who is behind the latest must-have collaboration or exploring what’s new in home, the site will allow people to browse, explore and be inspired”.

Consumers will also now be able to “view more images, access more detailed product information – covering fabric and materials, sourcing and care instructions and check whether the item is in stock in their local Primark. They will also be able to browse the site by style, colour and size”. They just won’t be able to click to buy.

There will be more features coming in the months ahead, including a customer account and log-in function, a newsletter to receive all the latest Primark news and sneak peaks of new collections, and the ability to create a wish list of favourite products.

The site will also be rolled out to 13 other markets by the end of September.

CEO Paul Marchant said: “We know our customers… 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. This website and new features mark a significant step forward for our business and represent a shift in the role of digital at Primark. [It] also gives us a great opportunity to reach a whole new set of customers, enabling us to showcase the great range of products we offer when they’re browsing online to help tempt them into our stores.”