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