Primark’s New App Is Changing How People Shop — And the U.S. Should Pay Attention

What is the Primark app?
A new mobile app that lets customers browse collections, check stock in stores, save favourites, and plan visits.

Where is the Primark app available?
It just launched in Italy and Ireland as part of a pilot program.

Is the app coming to the U.S. or the UK?
Not yet, but the company says broader rollouts — including the UK — will happen within 18 months. The U.S. could be next.

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Primark Goes Digital With New Mobile App Launch in Italy and Ireland

Global fashion giant Primark is going mobile — and its new app might just reshape the way fans of the brand shop.

It has officially rolled out its mobile app in two markets — Italy and Ireland — letting customers browse products, check in-store availability, and save favourites from their phones. The app also features a store locator and personalised alerts for new collections and exclusive updates.

This mobile launch brings what the company calls the “full Primark experience” straight to users’ pockets — blending the convenience of online browsing with the brand’s famously affordable in-store shopping.

Italy and Ireland Chosen for Strategic Testing

Why launch in these two countries first?

It’s using Ireland, a market filled with loyal shoppers, and Italy, a newer but fast-growing market, to test how different types of consumers interact with the app. The goal is to gather real customer behaviour data before expanding into bigger territories, including the UK, in the next 18 months.

“By launching in two very different markets, we can test at scale, refine the experience, and build a roadmap shaped by real customer behaviour,” said Matt Houston, Chief Customer and Digital Officer.

What’s Next for Primark?

This app rollout is part of Primark’s bigger digital push. Over the past few years, the brand has redesigned its websites across all 17 markets, and in May, it completed its Click & Collect rollout across Great Britain.

With growing consumer demand for seamless, mobile-first experiences, the Primark app is a major step forward — and signals what could be coming next in the U.S. market.

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Author

Smith Andreew

Senior App Analyst | Author @ Detailed App Smith Andreew is a U.S.-based tech researcher and app analyst with over 8 years of experience exploring the ever-evolving world of mobile and web applications. As the author and lead contributor at Detailed App, Smith focuses on in-depth reviews, app comparisons, user experience evaluations, and uncovering powerful tools designed to make life easier in the digital age. After earning his Bachelor's in Computer Science from the University of California, San Diego, Smith began his career in software product testing before shifting his passion toward app discovery and usability research. His work has been featured in independent tech publications, and he's consulted for startups across Silicon Valley and Austin. At Detailed App, Smith brings a hands-on, user-first approach, testing every app across multiple devices and platforms before publishing his findings. Whether you're looking for productivity boosters, privacy-first tools, AI apps, or simply the best alternatives to what’s trending — his insights are tailored for real users making real decisions. When he’s not reviewing the latest apps, Smith enjoys hiking the Pacific Northwest, attending tech expos, and mentoring young developers through community programs.