H&M Upgrades U.S. Web Site And Mobile App

H&M has launched a new e-commerce site and mobile app for customers in the US and introduced a slew of new features and services aimed squarely at converting younger consumers.

The fast fashion giant now allows customers in the US to pay for items online via PayPal and return online orders in-store for free.

It also offers new shipping options, live chat and visual search, as well as tools to rate and review online orders and scan items in-store to check additional sizing and colour options online.

Later this year, H&M said it will launch a ‘find in store’ tool to enable customers to locate an item in their nearest H&M.

The site and app will also feature user-generated-content tagged with #HMxME in an inspiration gallery.

A statement from H&M cited the rapid digitalisation of the fashion industry and the new opportunities it has created.

“H&M is accelerating its transformation to take advantage of these opportunities to create a seamless and enjoyable shopping experience online, on your mobile device and in our physical stores,” the statement said.

The online site has been updated with all the new features, but to see the changes reflected in the mobile app, users on need to delete the old app and download the new version for iPhone and Android.

The changes come on the heels of H&M’s new sizing structure, which was introduced earlier this year to better reflect the North American industry standard and to be in line with the customer expectation in the market.