H&M partners with Voyado to overhaul onsite search in 60+ markets
H&M has overhauled its onsite search across more than 60 markets globally, in Europe, Asia and the Americas using Voyado’s technology. The shift to an intent‑driven model cut soft exits by 80% and reduced customer exits from search by 30%.
The new system evaluates stock availability, add‑to‑bag actions, purchase history, product newness, revenue performance and customer intent.
It updates rankings continuously as shoppers interact with the site.
It moves beyond simple keyword matching to an intent‑driven model.
H&M says the change was driven by the need for a more intelligent approach to search, ranking and discovery as its business grew.
It also factors in purchase behaviour and product newness when ranking results.
“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.
“Search is a clear signal of what customers actually want. When a customer searches, they’re not browsing - they’re telling you. And many retailers are throwing that signal away. H&M recognised the value and used it to rebuild their customer experience from the ground up, and the numbers confirm they were right. The most successful retailers won’t be those with the most extensive catalogues. They’ll be the ones who understand their customers and what they actually came for,” Erica Sandelin Ekelund, CEO at Voyado said.
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What we know
H&M has overhauled its onsite search across more than 60 markets.
The move to an intent‑driven model reduced soft exits by 80%.
Customer exits from search were cut by 30%.
Lars Gezelius is Acting Global Head of Digital at H&M.
Erica Sandelin Ekelund is CEO at Voyado.