H&M has expanded its digital presence with the launch of its online operations in Mexico in a bid to offer omni-shopping experience to customers.

The online store will feature a wide range of collections across various categories, including ladies, men’s, teens, kids, plus-size, maternity wear, lingerie, accessories and H&M Home products.

In addition, the retailer has introduced a Scan & Find feature to allow customers to scan and find all sizes and colours of a product available online.

H&M Mexico country manager John Lackner said: “We are extremely excited to take the next step in servicing our Mexican customers providing them with 24 hours a day and seven days a week access to our collections.

"Our online platform provides a unique experience that will be complementing our physical stores."

“Our online platform provides a unique experience that will be complementing our physical stores.”

The company has partnered with Mexican actress and singer Danna Paola, singer Mario Bautista, actress and singer Paulina Goto, and actor Jose Pablo Minor to launch a campaign for the online launch.

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By GlobalData

H&M has an aim to create a complete omni experience for its customers. It currently offers online shopping in 48 markets.

Earlier this month, H&M introduced a transparency layer for all its garments sold across 47 online markets to help customers make more informed choices.

As part of the latest initiative, the company will share details such as production country, supplier names, factory names and addresses, and the number of workers in the factories for every garment sold on its website.