Founded in 1947 in Sweden, H&M Group is one of the world’s largest fashion retailers, operating across more than 75 markets with brands including H&M, H&M Home, COS, Monki, and ARKET. The Group wanted to modernise its e-commerce platform to handle growing global demand, improve customer experience across all touchpoints, and strengthen its competitive position in online fashion retail.

tDigital led work at the intersection of product and platform development in H&M Group’s digital transformation, taking lead responsibility for a core assortment platform initiative and architecting shared component structures, technical guidelines, and operational standards. The engagement centred on how customers find and explore products at global scale: tDigital developed and launched AI-driven product discovery solutions for e-commerce across H&M’s markets, including new arrivals listing functionality, in close collaboration with teams and stakeholders from UX to director level. tDigital also co-led a group-wide frontend upskilling initiative, driving enablement across H&M’s global frontend communities.

The work covered frontend architecture, backend integration, search and discovery, performance engineering, analytics instrumentation, scalability, and user experience design. The result was a more scalable platform, a stronger frontend engineering culture, and a seamless customer experience from search to purchase, contributing to measurable growth in online sales and strengthening H&M’s competitive position in global e-commerce.