Episode 78

H&M: Why H&M is rethinking everything about ecommerce—and what you can learn from it

Jenn Volk
Jenn Volk
Head of Digital (Americas)

In this episode we talked about:

  • How H&M blended digital storytelling with ecommerce conversion in their 2024 site relaunch
  • Why product detail pages (PDPs) are now the first brand touchpoint, and how to optimize them
  • The omnichannel mindset: How H&M integrates in-person events with shoppable online experiences
  • How to align loyalty programs and measurement to boost cross-channel engagement
  • Why customer journeys are unpredictable, and how H&M stays agile in response
  • How influencer marketing is being embedded directly into the ecommerce experience
  • The key metric Jen’s team uses to evaluate digital success in 2025

Read more about Jenn's episode here.

Episode highlights:

[00:29] Jen’s career path: From Google to Sephora to H&M

[02:34] The 2024 website relaunch: Vision, execution, and cross-functional collaboration

[05:11] Trends influencing UX and PDP strategy

[09:26] Customer behavior post-relaunch: Analytics and omnichannel insights

[11:49] Store synergy: Avoiding attribution wars through unified metrics

[15:46] Jen’s #1 success metric: ROI on marketing spend

[16:54] 2025 outlook: Agility, innovation, and evolving customer journeys

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