How H&M used an Online Platform to Evolve in South Africa

When Swedish multinational fashion retailer H&M first entered the South African market in 2015 (feel old yet?), it brought its world renowned mix of trendy & affordable clothing to major malls across the country. But local fans of the brand quickly realised something was missing: unlike in many other countries where shoppers could browse their collections, check stock availability, and order items online, South African shoppers had no digital access to H&M’s catalogue. This stood out, South African consumers have long enjoyed online stores for many if not all other clothing retailers in the country.

No local e-commerce store. No home delivery. No way to shop H&M outside of a physical store visit.

For a fast-fashion giant operating in a world where online shopping had already become second nature, this was a clear gap. But instead of building an entirely new e-commerce operation from scratch, H&M took a different route: in February of 2023 they partnered with Superbalist, a well-established South African online fashion retailer, leveraging its existing digital infrastructure and goodwill to bring H&M products to online shoppers.

This strategic move didn’t just expand H&M’s reach—it transformed its presence in South Africa. Here’s how H&M used an online platform to evolve in SA, and how the right online platform can do the same for your business too:

Bridging the Gap

In 2015, when H&M first opened its doors in South Africa, its in-store experience was strong, but the lack of an online option meant the brand wasn’t fully accessible. South African consumers were already comfortable with e-commerce, yet for years, shopping at H&M required visiting your nearest store—something that isn’t convenient, in an industry where convenience is second only to price.

By partnering with Superbalist, H&M instantly gained access to: A well-established online marketplace with built-in logistics, a streamlined delivery network that could offer reliable nationwide shipping and an existing customer base of online shoppers who could now buy H&M products without stepping foot in a store.

This move allowed H&M to compete with other international retailers that had already embraced e-commerce in South Africa, like Zara and Cotton On. It also ensured they didn’t have to spend years (and millions) developing their own e-commerce operation from the ground up, skipping the trial and error to get straight to the benefits.

The Power of Leveraging Existing Digital Infrastructure

H&M’s strategy highlights a key lesson for businesses looking to grow: you don’t always need to reinvent the wheel to go digital. Instead of spending time and resources building a bespoke e-commerce platform, they partnered with a brand that already had the tools they needed to realise their business goals.

This approach turned what could have been a multi-year investment into a near-instant digital expansion. H&M could now focus on its core business—selling clothes—while Superbalist handled the logistics.

For smaller businesses, the lesson here is simple: if you don’t have the infrastructure to scale digitally, partner with someone who does. Whether it’s selling through an established marketplace, using an e-commerce platform like Shopify, or even something as simple as relaunching your website, leveraging existing technologies can fast-track growth.

1 Year together advertisement for H&M and superbalist partnership

Expanding Reach and Meeting Consumer Demand

A lack of online option meant that for years, H&M limited their reach to only those near a mall with an H&M branch (which wasn’t many) When online shopping now an option, they tapped into an entirely new market: catering to not just those who prefer the convenience of online shopping, but also customers that don’t have the option to visit in store, don’t have time and even shoppers with disabilities.

This expanded reach doesn’t just boost sales—it improves the customer experience. Shopping for H&M products became as simple as browsing on an app, adding items to a cart, and checking out in minutes.

For businesses of any size, this is a crucial takeaway: digital accessibility increases customer satisfaction. If your products or services require unnecessary friction to purchase, customers might look elsewhere. The easier it is for people to buy from you, the more likely they will, and the more likely they will recommend others to do the same.

The Lesson for Smaller Businesses

H&M’s evolution in South Africa is an excellent case study in how even a well established business that has the resources can embrace digital transformation without starting from scratch. The key lessons here apply to any company looking to grow:

  1. You don’t have to build everything yourself. One of the biggest misconceptions about digital transformation is that businesses must build their own e-commerce or digital platforms from scratch. This isn’t always necessary—or even practical. Smart partnerships with people that have the expertise could be the easier way forward.  Additionally, partnerships can provide instant credibility: H&M benefited from Superbalist’s existing reputation for fast and convenient delivery, making customers more likely to purchase. In the same way, your business can benefit from partnering with a service provider that has a track record for creating online platforms that convert.
  2. Expanding online access means expanding your customer base. The more ways people can buy from you, the bigger your potential sales. Many South African customers live in areas where H&M does not have a store. By offering online shopping with nationwide delivery, they suddenly made their products accessible to an entirely new audience. Furthermore, the reality is that modern audiences value convenience above pretty much everything else. If buying from another business is easier than yours, you’re likely losing those sales to competitors (even with a better product).
  3. Digital infrastructure saves time and resources. Leveraging an existing e-commerce system allowed H&M to enter the online market quickly and efficiently. Building a strong online presence doesn’t mean you need an in-house development team or a massive IT budget. Instead, smart businesses use digital tools and platforms that already exist to streamline operations and reduce costs.  Investing in digital infrastructure also prepares businesses for future growth. Even if your company isn’t ready for full-scale e-commerce today, having a basic website, a Google Business Profile, or an online catalogue ensures that when you do expand, you’re not starting from scratch.

For businesses that are still hesitant about taking their products or services online, H&M’s success with Superbalist proves one thing: an effective online presence is no longer optional—it’s essential to reach your next level, no matter the size of your business.

Final Thoughts

H&M recognised that having great products alone isn’t enough—they needed a way for customers to access them more easily. By integrating with an existing online platform, they scaled their business without the usual growing pains.

If your business is looking to grow, ask yourself:

  • Is your business reaching customers in the most convenient way possible?
  • Are there digital tools, platforms or partners that can help you scale faster?
  • Can you make it any easier for customers to buy from you?

At JCKFRUT, we specialise in helping businesses build strong online foundations—whether through web design, content development, or digital strategy. Whether you’re looking to launch an e-commerce store, optimise your online presence, or expand into new markets, we’re here to help.

Let’s talk about how your business can evolve in the digital space. Get in touch today.

H&M storefront in a large mall
H&M storefront in a large mall