H&M began online shopping in Sweden in 1998.
The launch marked an important change in how H&M reached customers. Until then, the company’s growth had mainly come through physical stores in Sweden and other European markets. Online retail allowed customers to browse H&M clothing without visiting a shop.
H&M’s digital expansion later developed into a major part of its retail business, with online stores operating alongside physical locations. The company’s web presence also helped it enter markets where it had fewer stores.
The year is sometimes confused with later international online launches. H&M did not introduce internet shopping worldwide at exactly the same time; online availability expanded market by market. Sweden was the company’s starting point for this channel.