H&M launched its own e-commerce site earlier this month and the initial reviews have not been too favourable.

For a company that has had a great deal of success by slowly building its number of stores across the UK, Europe and further a field, it came as a shock to many that it has taken until late 2010 for this to happen.

Hot on the heels of Gap and Zara, www.hm.com, looks great and definitely ticks all the boxes in an aesthetic sense. The homepage itself is not the online shop but simply a landing page, which takes you through to the new retail site.

Despite the tepid response, it is great to see that they have taken the step to create the site. The early signs are promising with the need for a few tweaks here and there.

One element that will presumably be included in further updates of the site is a search functionality to make it easier for people to find what they are looking for; the current set up of separate pop up windows for products and unusual alternative purchase options is a little confusing.

Developing the site search capability would allow customers to narrow down product searches and enable them to find exactly what they are looking far quicker. This is particularly important for customers who will be logging on to the site with a specific product in mind, reducing clicks to purchase and in doing so increasing conversion rates.

As one of a number of new entrants to the market in 2010, this is by no means the worst offering but has some way to becoming the best. It will be fascinating to see how this site develops and evolves.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not necessarily represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit http://www.locayta.com