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  • Writer's pictureMelvin Salas

Tap to Shop: How H&M Revolutionised Social Commerce with Shoppable Posts

H&M, the global fashion retailer, has made significant strides in social commerce by integrating shoppable posts into their social media strategy. This innovation has made it easier for customers to purchase products directly from their social media feeds, driving engagement and sales. Here’s a detailed look at how H&M implemented this strategy and how you can apply similar tactics to your business.

 Riibon - H&M

The Strategy Behind H&M’s Success

Shoppable Social Media Posts:

  • Instagram and Facebook Integration: H&M utilized Instagram and Facebook’s shopping features, allowing users to shop directly from their feeds. By tagging products in photos and videos, H&M made it seamless for followers to view product details and make purchases with just a few taps​ (Spiralytics)​​ (Influencer Marketing Hub)​.

  • Visual Appeal and Ease of Use: The posts included high-quality images and videos showcasing the products in real-life scenarios, helping customers visualize how the items would look when worn or used​ (Influencer Marketing Hub)​.

Engaging Content and Influencer Collaborations:

  • Influencer Partnerships: H&M collaborated with influencers to create content that resonates with their target audience. These partnerships helped to amplify their reach and add authenticity to their shoppable posts​ (The Brand Hopper)​.

  • User-Generated Content: Encouraging customers to share their own photos using H&M products, and then featuring this content on their social media, H&M leveraged social proof to build trust and engagement​ (Influencer Marketing Hub)​.

Omnichannel Approach:

  • Integrated Shopping Experience: H&M’s strategy included an omnichannel approach where customers could enjoy a seamless shopping experience both online and in physical stores. Features like “buy online, pick up in store” helped bridge the gap between digital and physical shopping experiences​ (The Brand Hopper)​.

Implementing These Strategies in Your Business

No matter the size of your company, you can leverage H&M’s strategies to enhance your social commerce efforts. Here’s how:

Set Up Shoppable Posts:

  • Instagram and Facebook Shops: Start by setting up shops on Instagram and Facebook. Ensure your business profile is connected to a product catalog on Facebook Commerce Manager. Use tools like Shopify or BigCommerce to manage your inventory and orders seamlessly.

  • Tag Products: Regularly post high-quality images and videos of your products and tag them in your posts. Ensure that all necessary product details, such as price, material, and benefits, are clearly listed.

Leverage Influencer Marketing:

  • Collaborate with Influencers: Partner with influencers who align with your brand values and have a strong following among your target audience. Provide them with your products to create authentic, relatable content.

  • Utilize User-Generated Content: Encourage your customers to share their photos using your products. Feature this content on your social media profiles to build community and trust.

Create an Omnichannel Experience:

  • Integrated Shopping: Offer options like “buy online, pick up in store” to provide flexibility and convenience. Ensure your online and offline inventory is synchronized to avoid discrepancies.

  • Engage Across Channels: Maintain a consistent brand voice and visual identity across all channels. Use email marketing, social media, and in-store promotions to drive traffic and sales.

How Riibon Can Help

At Riibon, we specialise in helping businesses develop and execute effective social commerce strategies. Our team can assist you in setting up shoppable posts, managing influencer collaborations, and creating a seamless omnichannel shopping experience. Visit to learn more about how we can support your marketing efforts and help you achieve your business goals.


H&M’s innovative use of shoppable posts on social media is a testament to the power of integrating commerce with social engagement. By implementing these strategies, you can enhance your customer interactions, drive sales, and build a loyal customer base. Start today and watch your brand thrive.

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