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.
Overall UX Performance
1196 Guidelines · Performance:
458 Guidelines · Performance:
Homepage & Category
31 Guidelines · Performance:
46 Guidelines · Performance:
Product Lists & Filtering
85 Guidelines · Performance:
101 Guidelines · Performance:
Cart & Checkout
118 Guidelines · Performance:
38 Guidelines · Performance:
12 Guidelines · Performance:
Order Tracking & Returns
27 Guidelines · Performance:
374 Guidelines · Performance:
364 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.
31 pages of H&M’s e-commerce site, marked up with 324 best practice examples:
19 pages of H&M’s e-commerce site, marked up with 262 best practice examples:
23 pages of H&M’s e-commerce site, marked up with 239 best practice examples:
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