Fashion & Ecommerce: Zara vs. H&M

Fashion & Ecommerce: Zara vs. H&M

Competition is tough in the online ready-to-wear market. In this focus on Zara vs. H&M, we analyze the results of the two giants, focusing on their direct sales (sales made on Zara.com and HM.com), the profiles of their respective customers and the impact of second-hand platforms.

Direct sales

In 2019, H&M’s online sales volume was twice that of Zara. The main reason for H&M’s performance is its pricing strategy: 68% of the products sold online have a price lower than 15€ VAT whereas for Zara it is 40% of the products sold between 15 and 30€.


In 2019, Zara’s customers spent an average of €142 on Zara.com

In 2019, Zara customers spent 24% of their budget at Zara, while they spent 7.4% of their budget at H&M. H&M customers spent 21.6% of their budget at H&M and 9% of their budget at Zara.

Over the year 2019, a Zara customer spent an average of €142 on Zara.com. H&M customer spent an average of €102 on H&M.com.


Zara, the second best-selling brand on Vinted

Zara and H&M products are also sold on the Vinted platform. In fact, Zara is the second top-selling brands on Vinted (First one in Nike).
In 2019, 10.5% of Zara sales were made via Vinted.


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Scope of the Foxintelligence study: E-commerce | Sales incl. VAT before returns and cancellations, France, 2019 | Categories: clothing, jewellery, bags and shoes | Competitors: Zara, H&M| Panel: 500,000 active consumers

MethodologyThis analysis is based on data from the Foxintelligence panel, which has more than 500,000 active consumers in France. We analyzed the sales made in 2019 on the Zara and H&M web sites.

About Foxintelligence: Foxintelligence is the publisher of Foxwatch, the # 1 consumer intelligence tool for e-commerce, based on the largest consumer mega-panel in Europe. We support leading e-commerce companies in their strategy by providing their teams with the best competitive information.

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