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Selling on H&M Home

Interested in selling through H&M Home? Then you’ve come to the right place. In the table of contents below, you can see (and click on) what we will cover in this article.

Why sell through H&M Home?

At H&M Home you can transform the interior of your home with the Home collection. You can choose from furniture, bedding, curtains, lamps, decoration, and more in the H&M online shop. H&M Home is active in several countries in Europe.

Advantages of selling through H&M Home via e-tailize

  • Present your products to millions of customers and increase your reach
  • Selling through H&M Home gives you access to customers from all over Europe
  • Support and service in your own language
  • Good support services (account managers, etc.)
  • Can be linked with software that makes scaling easy
  • Good advertising opportunities

Fully integrate H&M Home with your systems

Do you want to manage H&M Home and any future or current marketplaces in one place? At e-tailize you can accommodate the following functionalities:

  • Sell ​​on marketplaces across Europe (over 100 integrations)
  • Centralized order management (automatic & manual)
  • Centralized inventory management
  • Full PIM system specifically designed for marketplaces
  • Easily place products on marketplaces from one screen
  • Integration with all kinds of fulfillment software (e.g. MyParcel or Picqer)
  • Connection with the well-known CMS platforms (Shopify, WooCommerce and more)
How do you sell on H&M Home?
Step 1
Register Chamber of Commerce

Register your business with the Dutch Chamber of Commerce.

Step 2
Request an account

A H&M Home account manager assesses whether you are a good fit with the range. Please contact our customer service if you are interested in this. We can help you create an account and upload your products on H&M Home.

Step 3
Centralize with e-tailize

Connect e-tailize and upload your products with a few steps to, among others, H&M Home. After uploading, we immediately track your stock and send orders to your order system.

Step 4
Optimize your content

Use our data analysis tools to optimize your content and increase your sales.

Possible Problems and Challenges

Knowledge | Quite a bit of knowledge is needed to be able to compete well with current sellers on H&M Home. That’s where an analytical tool like e-tailize can help you. Our dashboard gives you the insights and pointers you need to take the fight.

Errors | It is important that you as a seller keep your performance score as high as possible. Stable stock synchronization and reliable order forwarding are therefore critical. In addition, you also want to be able to efficiently process a high number of returns. With a tool like e-tailize you can be sure that there are no (synchronization) errors between your marketplaces, webshop(s), fulfillment parties, and the PIM system.

Scaling | When you have H&M Home under control, you want to expand the number of channels – and thus your reach. If you import your products into a PIM system, you can also upload the products to other marketplaces in addition to H&M Home. In addition, you have immediately arranged your order management and stock synchronization.

What categories do you have through H&M Home

The main categories in which you can sell through H&M Home:

  • Decoration
  • Pillows & Pillowcases
  • Bed linen
  • Crockery & Tableware
  • Cooking Utensils & Baking Supplies
  • Storage & Tidying
  • Bath & Shower Accessories
  • Plaids
  • Curtains
  • Rugs & Carpets
  • Furniture
  • Lighting
  • Homewear
  • Wrapping paper
  • Toys
  • Glassware
  • Last chance
The Buy Box
The Buy Box
When several partners offer the same product, one of the partners is featured in the buying block. That's because this partner has the best offer in terms of price, delivery time and service. Most sales are made through the Buy Box. So it is essential to win this. A common tactic to always win the Buy Box is to set up your own brand with unique EANs. If you are the only provider of a product, you will always win the Buy Box.

Seller Rating
Seller Rating
Your ability to get a high score on the 'service' aspect (named in the Buy Box section) depends entirely on your Seller Rating. Your Seller Rating is determined based on how well you meet H&M Home terms of service. Below this block you can find some of the conditions H&M Home will measure.

The costs & conditions

H&M Home charges a commission per product sold. H&M Home uses standard requirements for sellers – both commercial and operational – that you must meet as a seller. As a seller, for example, you must adhere to delivery reliability of 98%.

How to learn to sell on H&M Home

There are a number of ways to learn how to sell through H&M Home, including blogs with helpful tips on marketplaces such as H&M Home. At e-tailize we also offer the tools such as our ‘Analyze’ module, which generates insights for you and gives you an overview of the data via marketplaces. This way you can manage quickly and efficiently on ‘Actionable Metrics‘.


H&M Home is a suitable marketplace in the Netherlands for reaching consumers who are interested in home accessories. There are many opportunities and it is important that you set up your processes properly from the start. So look carefully at software that can unburden you with that. Not only in terms of processes but also in features related to data analysis.

Need more information?

Contact me!

Ricardo Rubino
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