H&M launches its shopping app in Israel, years after its store rollout

H&M has launched its sales app in Israel, a delayed move compared with markets where the app has existed for about a decade. The app was upgraded globally in 2018 with features such as a customer club and barcode scanning in stores, but none of those tools had been available in Israel until now.

The Swedish fashion chain opened its first Israeli store in 2010 and now operates 23 branches. It only launched a local e-commerce site in 2022, and only in November 2025 did online sales begin in Israel for other group brands, COS and & Other Stories. The new app, launched on Sunday, also includes H&M HOME, COS and & Other Stories.

H&M said the app is meant to offer a “more convenient, faster and more personal shopping experience,” along with direct access to the brand’s content, collections and benefits. It said customers will get quick access to new collections, daily inspiration, updates, offers and early access to selected launches. The company described the app as part of an ongoing effort to improve the customer experience across stores, the website and now the app as well.

The app’s launch offer is 15% off the first purchase, but the article says this is not much of a breakthrough because H&M already runs similar online and in-store promotions, including 25% discounts on the site, coupon codes and surprise sales. The piece also places H&M among a crowded Israeli app market that includes Zara, Adidas, Terminal X, Decathlon, Fox, Castro, Asos, Next, AliExpress, SHEIN, Amazon, iHerb and Temu, while Mango still has neither a local site nor an app.