Hennes & Mauritz had recently announced the launch of its online sales operations for the US market. The launch comes after the company experienced several delays but eventually the site went online.

The company's online store opened last Thursday and assured the market that everything available in its high street stores are available on its website. The original plans for the site had scheduled its unveiling back in 2012. Now, it would provide not only clothes under its brand but others as well that are not available in the market. Also available online is H&M Home, its home decor collection.

While H&M had success even without an online presence, the ever increasing market share of online sales has eaten away at its margins. According to the US Commerce Department, the e-commerce market has been increasing exponentially, with 2011 garnering US$255,600,000,000 and 2012's first quarter already a fourth of that total volume. This volume is expected to increase in ever increasing multiples.