H&M Sales by Country
Retailer View
Online revenue generated as a retailer via own D2C channels
Germany is H&M's biggest market in 2025 at US$959m and a 16% share, ahead of the next largest markets.
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H&M Revenue Share by Country
- Germany is H&M's largest market at US$959m, a 16% share, in 2025.
- United States is H&M's second-largest market at US$754m, a 12% share, in 2025.
- United Kingdom is H&M's third-largest market at US$540m, a 9% share, in 2025.
- France is H&M's fourth-largest market at US$291m, a 5% share, in 2025.
- Sweden is H&M's fifth-largest market at US$237m, a 4% share, in 2025.
Market Share by Country in 2025
| # | Country | GMV Share 2025 | Share | GMV 2025 |
|---|---|---|---|---|
| 1 | 16% | US$959m | ||
| 2 | 12% | US$754m | ||
| 3 | 9% | US$540m | ||
| 4 | 5% | US$291m | ||
| 5 | 4% | US$237m |
Brand View
Total revenue across all revenue streams
Germany is H&M's biggest market in 2025 at US$842m and a 16% share, ahead of the next largest markets.
H&M Revenue Share by Country
- Germany is H&M's largest market at US$842m, a 16% share, in 2025.
- United States is H&M's second-largest market at US$686m, a 13% share, in 2025.
- United Kingdom is H&M's third-largest market at US$386m, a 7% share, in 2025.
- France is H&M's fourth-largest market at US$263m, a 5% share, in 2025.
- Sweden is H&M's fifth-largest market at US$204m, a 4% share, in 2025.
Market Share by Country in 2025
| # | Country | GMV Share 2025 | Share | GMV 2025 |
|---|---|---|---|---|
| 1 | 16% | US$842m | ||
| 2 | 13% | US$686m | ||
| 3 | 7% | US$386m | ||
| 4 | 5% | US$263m | ||
| 5 | 4% | US$204m |
See the Complete H&M Profile
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