WowStore vs Primark: A Neutral Shopper's Comparison Checklist

This guide walks you through exactly what to compare when picking between these two shops for any order.

Start with what you need this item for

Never pick a shop first. Start with the specific item you are looking for, and how many times you will actually use it. If you need something for one single occasion that you will not use again, that is a completely different purchase to something you will reach for twice a week for two years. Neither choice is wrong. You can calculate cost per wear for any item, from any shop. For example: a €12 item worn 12 times costs €1 per wear. A €40 item worn 80 times costs 50 cent per wear. Run this simple sum for the exact thing you want. This is the first line on your checklist. No one else can tell you the right answer here, only you know how you will use this item.

Check available product information

Next, check what detail is provided on the product page for the exact item you want. For any shop, before you commit to buy, verify if the page lists fabric type, wash instructions, garment measurements and fit notes. Missing information is not good or bad, it is just something you can note when comparing. You can check this for yourself on the product page, on every shop. Where the maker provides it, WowStore product pages show this detail. You can also use our Fabric care guide to understand how to look after any item you buy. Always check this for both shops for the exact product you are considering. Do not assume all items from one shop will have the same level of detail.

Try on and planning tools

When you cannot hold an item before buying, check what tools the shop offers to help you decide. This is a neutral point of comparison, no option is universally better. WowStore offers tools to help you preview items before you order. You can try clothing on your personal avatar in the Avatar Studio. You can preview home items in a photo of your own space with Magic Mirror · Home. You can also plan outfits in the Mix & Match Studio and store items you already own in the Virtual Closet. You can check for yourself what preview or planning tools are available on any other shop. Note which tools matter to you for this purchase, and tick this off your list.

Sizing and fit support

Wrong fit is a common reason items end up unworn, no matter which shop they came from. This is one of the most important things to compare. For any shop, check if they provide per-garment measurements, not just generic size charts. Check if there is a size calculator, or notes on if an item runs large or small. WowStore provides a Size calculator and individual garment measurements where the maker shares this information. Do not assume sizes are the same between shops. Even within the same shop, sizing can vary between different items. Always check sizing support for the exact thing you want to buy.

Delivery and order support

Next, check how the shop will get the item to you, and what happens if it does not work for you. There is no right choice here, only what fits your situation. WowStore ships across the EU. You can view full details for delivery at Shipping and returns at Returns. For any shop you are considering, check delivery areas, available delivery methods, and what you need to do if you want to send an item back. Check if there are any conditions for returns, or any extra costs. You can find all this information publicly on every shop's website.

What happens with your purchase

Finally, check what the shop does with part of your payment. This is a personal choice, there is no correct answer for all shoppers. Some shops pass a portion of each sale on to outside causes, others do not. Some run loyalty schemes, some do not. You can verify this information for any shop on their public pages. At WowStore, 5% of each sale goes to a cause you choose. You can browse items included in this programme at Fashion That Gives Back. Add this to your checklist, and decide if this matters to you for this particular order.

Where to start in the store: Everyday Clothing, Sweaters & Cardigans and Jackets & Coats.

Pieces to try in the Dressing Room

Real pieces you can order now. Open one and try it on your avatar in Magic Mirror before you decide; your size and today's price are on the product page.

Positive Vibes Rhinestone Bow Graphic T-Shirt

Full Size Distressed Skinny Jeans Plus Size

Women's Longline Zip-Up Hoodie

How giving works when you shop with us

5% of each sale goes to a cause you choose. After your order you pick one of three causes: CARE International, Cool Earth or Project Zero. The donation is paid out through PayPal Giving Fund UK. Those three causes, together with how we run our own store (honest product data, fair prices), are matched to 11 of the 17 UN Sustainable Development Goals.

That is the heart of the 1% Movement: small choices × millions of us = change. It is a giving promise we can show you, and it is the only promise we make on this page.