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 1153 design elements. 213 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. It is especially issues related to broken Order Tracking & Returns, poor Customer Accounts, and mediocre Homepage & Category that detract from H&M’s UX performance.

First benchmarked in May 15, 2017, and reviewed 20 times since then, most recently December 5, 2022.


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Overall UX Performance

1196 Guidelines · Performance:

Desktop Web

458 Guidelines · Performance:

Homepage & Category

31 Guidelines · Performance:

On-Site Search

46 Guidelines · Performance:

Product Lists & Filtering

85 Guidelines · Performance:

Product Page

101 Guidelines · Performance:

Cart & Checkout

118 Guidelines · Performance:

Customer Accounts

38 Guidelines · Performance:

Site-Wide Features

12 Guidelines · Performance:

Order Tracking & Returns

27 Guidelines · Performance:

Mobile Web

374 Guidelines · Performance:

Mobile App

364 Guidelines · Performance:

133 Major E-Commerce Sites
CompareWhat’s This?

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.