H&M’s E-Commerce UX

This is a case study of H&M’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 925 design elements. 243 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.

H&M’s overall e-commerce UX performance is mediocre. Their UX is especially thwarted by usability issues related to poor Mobile Web, poor Desktop Web, and mediocre Mobile App performances.

First benchmarked in September 2016, and reviewed 22 times since then, most recently in July 2024.


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Overall UX Performance

950 Guidelines · Performance:

Desktop Web

300 Guidelines · Performance:

Mobile Web

301 Guidelines · Performance:

Mobile App

349 Guidelines · Performance:

138 Major E-Commerce Sites
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To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.

The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.