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H&M Case: Online sales counts for 12.5% of global total sales

H&M Case: Online sales counts for 12.5% of global total sales

According to H & M, online trading accounted for 29 billion SKR in 2017, which is about 12.5 percent of H&M’s total revenue. They predict online sales will increase by 25 percent in 2018

  • Online sales for H&M is the driving factor of their expansion and the estimated 25% rise will make it so that their online sale will reach close to 16% in 2018
  • Analysts from Bank Suisse and Swedbank had predicted 5%
  • 45% of their marketing investment is now online
  • H & M previous target of increasing the number of stores by 10 to 15 percent per year has now become a sales target that includes both stores and online sales

H & M Group Financial Report

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