H&M overhauls onsite search in 60+ markets, cutting exits by up to 80%

In September, H&M overhauled its onsite search across more than 60 markets in partnership with Voyado. The shift from keyword matching to an intent‑driven model reduced soft exits by 80% and cut customer exits from search by 30%. The new system evaluates stock availability, add‑to‑bag actions, purchase behaviour, product newness, revenue performance and customer intent to update rankings in real‑time.

H&M says the move away from simple keyword matching was needed as its business grew and required a more intelligent approach to search, ranking and discovery.

“As our business grew, we needed a more intelligent approach to search, ranking, and discovery. We found Voyado to be the best fit for us,” Lars Gezelius, Acting Global Head of Digital at H&M said.

Earlier in the article, Lincolnshire Co‑op announced it is expanding self‑service checkout options across its food store estate, working with The Barcode Warehouse across more than 220 outlets.

What we know

• H&M has overhauled its onsite search across more than 60 markets, working with Voyado.

• The retailer says that the move away from keyword matching to an intent driven model has reduced soft exits (where shoppers drift off because of friction rather than choice) by 80% and cut customer exits from search by 30%.