Comparative Analysis of Global E-Business Strategies: H&M and ASOS

This report provides a detailed analysis of the global e-business strategies of H&M and ASOS, focusing on customer experience and the buying process. The study examines the companies' online presence, supply chain strategies, and the role of technology in shaping customer journeys. H&M's fast fashion model and its integration of online and offline sales are discussed, along with its customer-centric mobile app. ASOS's global strategy, including free shipping and localized experiences, is also explored. The evaluation and conclusion highlight the importance of usability, customer engagement, and the potential of emerging technologies like AI and virtual reality in e-commerce. The report also provides a comparative analysis of the two companies' strengths and weaknesses, offering insights into the evolving landscape of online retail.