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H&M launches online store in Thailand under global digital push

H & M Hennes & Mauritz AB launched its online store in Thailand as part of its global online rollout.

The Thailand launch comes less than a month after the Swedish casual fashion retailer opened an online store in Indonesia and entered India through collaboration with online fashion e-commerce marketplace Myntra, a unit of Walmart Inc.-owned Flipkart Online Services Pvt. Ltd. H&M offers online shopping in 50 markets.

H&M's Thai online store will offer a wider range of items available throughout the year. Customers may also access a 24-hour express, same-day delivery service for selected stores or buy online and pick-up in-store, which is part of the company's omnichannel strategy to expand through all channels: physical stores, online stores and external digital marketplaces.

President and CEO Karl-Johan Persson said during the June 27 earnings call that the company is increasing focus on opening more online stores globally. "As we are accelerating our adoption to customers' changing behavior, we lowered the number of new stores net to 130 for this year in favor of more digital investments," Persson said.

H&M reported a 27% year over year increase in online sales in the fiscal second quarter ended May 31.