H&M launched an online store in Ukraine: what can be ordered

H&M has launched a full-fledged online store for Ukrainian shoppers. The company opened access to the platform hm.com, marking the first official launch of the brand's e-commerce in Ukraine and complementing its existing network of physical stores. This was reported by Interfax-Ukraine.

The launch was announced by the press service of H&M Hennes & Mauritz AB. Sales Manager for Sales Market Poland at H&M, Michalina Ludwiczak, called the start of online sales a historic step for the company in Ukraine and emphasized that the combination of offline and online presence is key to developing relationships with customers.

H&M online store in Ukraine: what is available to customers

Ukrainian users can make online orders from the brand's main collections, as well as a few specialized directions. The assortment of the online store includes:

• clothes and accessories from H&M's basic collections;

• H&M Home products, excluding furniture and lamps;

• H&M Move sports line;

• special collections, including H&M Studio.

Individual offers and announcements of new collections are received first by H&M Fashion Newsletter subscribers.

H&M online store in Ukraine: the brand's offline network

The first H&M store in Ukraine opened in 2018. As of today, the brand is represented by nine physical stores. Seven of them operate in Kyiv, and one each is located in Odesa and Lviv. The store in Odesa was updated in June 2025.

The launch of the online channel allows H&M to reach a wider audience of buyers across the country, regardless of the presence of physical stores in the region.

Previously, we presented the top 5 marketplaces in Ukraine for 2025.