This is a case study of H&M’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 826 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. H&M has decent performances across the board with neither any great nor any broken performances.
First benchmarked in September 2016, and reviewed 21 times since then, most recently in January 2024.
Overall UX Performance
935 Guidelines · Performance:
Desktop Web
291 Guidelines · Performance:
Mobile Web
295 Guidelines · Performance:
Mobile App
349 Guidelines · Performance:
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.
32 pages of H&M’s e-commerce site, marked up with 325 best practice examples:
23 pages of H&M’s e-commerce site, marked up with 284 best practice examples:
23 pages of H&M’s e-commerce site, marked up with 239 best practice examples:
Every 2nd week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
See all 374 articles in the full public archive.