H&M sees online growth as it integrates ecommerce even more in its stores

H&M reported a 22% rise in online sales after twelve months where they moved to futureproof their business and to further integrate store and online sales across all of its markets.   The company said that its fourth-quarter sales growth had been driven by more full-price sales and lower levels of discounting. At the same time it has focused on creating the best customer offering, on a stable and scalable tech foundation.

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