hm.com
hm.com
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The H&M Digital Paradox
A 115M visit empire with a 1.4-star rating—what's really happening?
H&M's digital storefront pulls in 115 million monthly visitors—a traffic volume most e-commerce brands can only dream of. Yet with a Trustpilot rating of 1.4/5 from nearly 16,000 reviews, the conversion from click to customer satisfaction is fundamentally broken. This isn't just a retail site; it's a case study in scale versus experience.
"H&M has mastered the art of getting you to the site, but they're failing at the art of keeping you happy."
The Traffic Paradox
With 11.6 million backlinks and top keywords like 'h&m' (2.8M monthly searches) driving 50% organic traffic, H&M dominates discovery. But this massive inbound flow—44% direct traffic suggests strong brand recognition—crashes against a wall of negative user sentiment. The gap between awareness and satisfaction is the company's biggest vulnerability.
The Scale vs. Experience Divide
H&M operates with just 21 employees generating $3.4M in revenue—a staggering efficiency ratio that suggests either extreme automation or a deeply flawed business model. For a lifestyle brand moving millions of units, this lean structure likely means customer support and logistics are automated to the point of failure, directly fueling the 1.4-star rating.
The leadership team—Danilo Drobnjak (Head of Communications) to Jason Ng (Head Ecommerce APAC)—are managing a global operation where traffic from undefined regions dominates (17.7% top country share). This geographic opacity, combined with a tech stack that shows zero detected technologies, suggests either a heavily custom-built platform or data obfuscation that makes competitive analysis nearly impossible.
- Massive scale: 115M monthly visits with #222 global rank
- Traffic efficiency: 50% organic, 44% direct (strong brand recall)
- Backlink authority: 11.6M links—SEO dominance is unquestioned
- Customer experience crisis: 1.4/5 rating from 16K reviews
- Operational anomaly: 21 employees for $3.4M revenue suggests extreme automation
The E-commerce Giant with a Customer Experience Problem
H&M proves that traffic and revenue don't equal loyalty—fixing the 1.4-star rating is their existential challenge.
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Reviews (20)
EVRI JUST A JOKE 😃
Been waiting since before Christmas for my trousers, Evri went all round the world ,on the way ,one the way , this is all they kept saying , then its gone missing contact the retailer anyhow i did.H&M were fantastic no messing straight refund and gave me 10 % on my next purchase, the service was spot on .EVRI were awful i mean BAD , you cannot even get in touch . Who runs these companies? because they need to check on their costumer service, well there is none x
Love it
H&M seems like one of the unique brands that keeps up with trendy cloths, the prices in general are affordable !! And the quality is pretty good
Inaccurate Online Processing Timelines
Online Ordering Communication & Delivery estimates are unrealistic. My case, a simple 1 item order. 2 days later, I received an email stating the item was dispatched with delivery estimate 2-4 days. I also received an email from Evri stating they were expecting the parcel. 7 Days later, no further updates. I contacted H&M customer service and they were not able to even confirm if the item had left their warehouse, despite the email correspondence stating it had - Bizarre! I pointed out to customer service that I had tracked the parcel using the Evri App and Evri stated that the item was still with the Sender. I was able upload this evidence on the H&M Customer Service Chat. I was told that an 'investigation' would need to be opened if I wanted to wait. Given the time frame, I took the other option of cancelling the order and a refund. To be fair, I was offered a compensatory 15% discount and free delivery for another purchase valid for 2 months. A day later, I also received a refund & decided to reorder the original item using this compensation voucher. To add to the confusion, the same day, I then receive an email from H&M stating my original order is delayed - the (supposedly) cancelled order & Evri sent an email that they have the parcel. What a complete hash. The original order will evidently go to the parcel shop. I suppose I simply leave the parcel there until it's returned to H&M? I do now wonder if my second order will actually materialise, maybe. What a silly situation.
H&M Australia bad customer service
H&M Australia I had an issue with missing points for 11 product reviews I submitted on 13 January 2026. Gilbert confirmed receipt of my reviews and promised the points would be added, but 35 points were never credited. Later, Lovely asked me to provide screenshots I cannot access, which is clearly a system issue. Customer service has been frustrating and slow, placing the burden on me instead of taking responsibility. H&M needs to improve how they handle missing points and system errors to ensure fair and timely resolution.
I regret buying from them
I regret buying from them. They took so long to deliver my order and they sent me an email saying that I should expect my orders on 30th January, the an post guy came on the 16th of January but I was not expecting to receive it ,now my order went back to the warehouse and I can't go there to collect it as I'm working during the hours they're open!
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About hm.com
Company Overview
Traffic & Audience
hm.com receives approximately 115.6M monthly visitors and ranks #222 globally. The website has a bounce rate of 35% with visitors viewing an average of 7.5 pages per visit. Users spend an average of 3:54 on the site.
The majority of hm.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about hm.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit hm.com directly at https://hm.com.