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H&M app reviews: what users complain about

We ran Revunda on 300 of the most recent public App Store reviews of H&M (Shopping, by H&M) from 4 storefronts, dated 2024-04-21 to 2026-10-22. Average rating in this sample: 3.74★. Its all-time US App Store rating is 4.8★ from 243K ratings. 96 reviews contained a complaint; the biggest theme was bugs (62%).

Download the full H&M report (PDF, free)

Complaint categories

A review can count in several categories, so shares add up to more than 100%. Severity is the AI's estimate of how bad the problem is for the user.

Top issues, ranked by reviews × severity

1. Ship the most requested feature: 19 complaining reviews, avg severity 1.8/3. What to do: Read the quotes below for the exact request; consider a public roadmap.
   “i like H&M it's a high quality brand I love it and i wish the creator of this brand and this app read my message because there is only one problem. There is no shipping for some countries Arab countries like Iraq 🇮🇶 ???????but there is for Kuwait Saudi Arabia…” (2★, v26.36.2, US)
2. Soften the redesign backlash: 15 complaining reviews, avg severity 2.0/3. What to do: Explain the change in-app, restore the most-missed option, or offer a setting for the old behaviour.
   “I really miss the previous H&M app. The new design makes shopping much harder instead of easier. It’s now difficult to find specific items, categories, or filters, and browsing feels confusing. I spend much more time looking for products and often end up givi…” (1★, v26.29.0, US)
3. Simplify navigation: 11 complaining reviews, avg severity 2.2/3. What to do: Run a quick usability test on the screens users mention; remove extra taps and pop-ups.
   “Bring back the old menu - hard to find stuff” (1★, v26.42.0, CA)
4. Speed up loading: 8 complaining reviews, avg severity 2.4/3. What to do: Profile cold start and the slowest screens on older devices; cache content.
   “I can barely shop on this app. it’s constantly lagging, freezing, and taking forever to load. it’s so slow and annoying. please fix the app.” (2★, v26.34.0, US)
5. Answer support requests: 9 complaining reviews, avg severity 2.0/3. What to do: Add an in-app contact option and reply to these App Store reviews; Apple lets developers respond publicly.
   “Worst customer service. I have been hung up on and treated unprofessionally by customer service agents, and despite having reached out and escalated my issue, I did not receive any helpful solutions. I no longer shop at H&M previously, and it no longer is my g…” (1★, v26.13.0, CA)
6. Fix in-use crashes and freezes: 8 complaining reviews, avg severity 2.3/3. What to do: Match quoted actions to crash reports; ship a hotfix for the top stack trace.
   “This app freezes, crashes and tweaks. Every time im shopping it freezes or jumps around then i lose my place, if theres a promotional giveaway it will show you a link to enter but it takes you to a blank H&M page. Love H&M but this app sucks its such a headach…” (2★, v26.22.1, US)

Rating by app version (newest first)

Versions with fewer than 3 reviews in the sample are left out.

FAQ

What do users complain about most in H&M?

In 300 recent App Store reviews (2024-04-21 to 2026-10-22), the most common complaint theme was bugs (62% of complaining reviews), and the top specific issue was “ship the most requested feature” (19 reviews).

How many H&M reviews are negative?

96 of 300 recent reviews (32%) contained a complaint. Average rating in this sample: 3.74★. Its all-time US App Store rating is 4.8★ from 243K ratings.

Can I get the same report for my own app?

Yes. Paste your App Store or Google Play link at revunda.xyz/apps/ and you get the full PDF (up to 300 recent reviews, 7 categories, 18 specific issues, version trend, 10 ranked fixes) within 24–48 hours. A free mini check shows the top 3 themes in seconds.

How to read this

Apple's public feed only shows recent reviews, so this is a snapshot of the last weeks or months, not the app's full history. Popular apps attract complaints in proportion to their size; the useful part is which issues repeat. Generated 22 October 2026. We have no relationship with H&M.

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