H&M Conversion Rate & Transaction KPIs
H&M converts visits at a 2.8% conversion rate in 2025, generating 131,657,586 orders from 33,162,081 buyers at a 4 purchase frequency.
Conversion Rate
2025Number of Orders
2025Number of Buyers
2025Purchase Frequency
2025
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H&M Average Order Value
- H&M's gross average order value (AOV) is US$56.36 in 2025.
- Discounts of US$8.35 and returns of US$7.95 took H&M's net AOV to US$40.06 in 2025.
- After US$6.77 VAT, H&M's final AOV was US$46.84 in 2025.
Average Order Value Calculation in 2025
Net AOV (before deductions)
Discounts
Returns
Net AOV (after deductions)
VAT
Gross AOV (after deductions)
H&M Monthly Number of Orders
- H&M recorded 9,888,465 orders in 10/26.
- Across 2025, H&M recorded 131,657,586 orders in total.
Number of Orders
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Monthly Number of Orders (in Thousands)
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H&M Monthly Number of Buyers
- H&M had 5,231,536 buyers in 10/26.
- Across 2025, 33,162,081 buyers shopped at H&M.
Number of Buyers
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Monthly Number of Buyers (in Thousands)
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H&M Monthly Purchase Frequency
- H&M shoppers ordered about 1.9 times in 10/26.
- Across 2025, each H&M buyer placed 4 orders in total.
Purchase Frequency
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Monthly Purchase Frequency
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H&M Monthly Gross AOV After Deductions
- H&M's monthly gross AOV was US$54.01 in 10/26.
- For 2025, H&M's gross AOV before deductions was US$56.36.
Gross AOV
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Monthly Gross AOV After Deductions (in US$)
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See Every KPI Over Time in Profiles
Full history for conversion, AOV and order economics.
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