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Why H&M is rethinking everything about ecommerce—and what you can learn from it, with Jenn Volk

Megan Glover

April 2, 2025

Industry interviews

How Jenn Volk, Head of Digital at H&M (Americas), is leading transformation through experimentation, agile teams, and elevated product strategy → Get the full episode here

“Your product page might be the only page your customer sees—so it better do more than just convert.”
— Jenn Volk, Head of Digital at H&M

That’s the bold insight Jenn Volk shares in her conversation on Ecommerce Toolbox: Expert Perspectives. As Head of Digital at H&M Americas, Jenn is navigating one of the most complex challenges in modern retail: transforming a globally recognized fashion brand into a digital-first powerhouse—without losing the soul of the brand.

For ecommerce executives navigating shifting customer expectations, platform fragmentation, and cross-functional alignment issues, this episode is full of sharp insights on what real digital transformation in fashion looks like.

🎧 Listen to the full conversation on Apple, Spotify, or YouTube

What ecommerce leaders can learn from H&M’s 2024 digital shift

1. Product pages are the new front door to your brand

Jenn’s team at H&M has embraced a powerful truth: customer journeys rarely start at the homepage anymore. Influencer content, social discovery, and paid media often drive traffic straight to Product Detail Pages (PDPs). That shift led H&M to rethink PDPs as more than just conversion points—they’re now rich canvases for brand storytelling.

“We started seeing that a ton of traffic was landing directly on product detail pages. So we really had to rethink them, not just as conversion points, but as places that tell our full brand story, because that might be the first time a new customer interacts with H&M.”
— Jenn Volk, Head of Digital at H&M

Their new PDP strategy includes:

High-impact editorial imagery
Contextual video and styling inspiration
Curated outfit recommendations to boost AOV and build brand affinity

For digital leaders, the takeaway is clear: PDPs must now carry the weight of both storytelling and performance. Treat them like a homepage—and build for discovery, not just navigation.

2. From IRL to URL: Bridging experiences with shoppable content

H&M’s approach to omnichannel isn’t about stitching together channels—it’s about amplifying physical experiences online in a way that feels intentional and immersive.

During London Fashion Week, H&M hosted a Charli XCX concert. Within hours, their digital team had tagged every outfit worn by influencers and performers, turning a live event into an ecommerce campaign that generated both buzz and conversion.

“It’s not just about presence at these events—it’s about how quickly and creatively we can make those moments shoppable.”
— Jenn Volk, Head of Digital at H&M

This model flips the traditional campaign calendar: physical events are no longer standalone—they’re content engines for ecommerce.

3. Loyalty beyond discounts: Building a cross-channel flywheel

Rather than letting digital and in-store teams compete for credit, H&M is designing its loyalty program to drive engagement across channels—creating a more unified customer journey and internal alignment.

“We don’t want to reward a single transaction—we want to reward brand engagement, no matter where it happens.”
— Jenn Volk, Head of Digital at H&M

Perks are personalized and channel-agnostic, designed to encourage exploration across online and offline touchpoints. For retail leaders, this offers a blueprint for organizational alignment around lifetime value, not just individual conversions.

4. Rethinking ROI in a fragmented world

With traffic coming from influencers, paid media, events, and everything in between, Jenn’s team is laser-focused on Return on Marketing Spend—not just traffic volume or CTR.

“Every touchpoint—from a PDP visit to a social campaign—needs to be measured by its long-term impact, not just short-term conversion.”
— Jenn Volk, Head of Digital at H&M

To support this, H&M is investing in:

Agile, cross-functional product squads
Modular architecture for faster experimentation
Smarter attribution systems tied to LTV, not last-click wins

This is ecommerce innovation with purpose—focused on impact, not novelty.

Key strategic takeaways for ecommerce leaders

Design for discovery, not funnels. PDPs are the new homepage—treat them like high-stakes entry points for both brand and product.
Activate every experience. IRL activations can become scalable ecommerce campaigns with the right tagging, turnaround, and narrative.
Build cross-functional alignment. Break down the in-store vs. digital divide with shared goals and incentive structures.
Measure what matters. Prioritize ROI, agility, and LTV over vanity metrics—especially as customer journeys become less predictable.
Empower your product teams. Build squads that can move fast, iterate with intent, and drive outcomes aligned with brand strategy.

Why this matters now

Ecommerce leadership today means balancing experimentation with consistency, innovation with ROI, and short-term performance with long-term brand equity. Jenn’s approach at H&M offers a compelling playbook for how large, global brands can stay nimble—without losing themselves in the process.

For any VP of Ecommerce, Head of Digital, or Product leader rethinking what ecommerce success looks like in 2025, this episode is more than inspiration—it’s a tactical guide.