H&M
AnnouncedGlobal fashion retailer operating in 77 markets, building UCP support so AI styling agents can browse its collections and complete purchases on behalf of shoppers.
H&M has announced plans to support UCP as a participant. No public endpoint is available yet.
H&M is one of the world's largest fashion retailers, operating more than 4,200 stores across 77 markets and running a significant e-commerce business in parallel. The company is building UCP integration to open its online catalog to AI shopping and styling agents.
H&M's catalog spans women's, men's, and children's fashion, plus home products. The breadth makes it a high-value integration for generalist AI shopping agents. An agent helping a shopper build an outfit can query H&M's catalog for specific items, check size availability, apply H&M Member loyalty discounts via Identity Linking, and complete checkout in a single session.
H&M's sustainability data is also part of the planned UCP catalog implementation. Agents shopping for eco-conscious customers will be able to filter by H&M's sustainability labeling, a dimension most other UCP merchant integrations do not currently expose.
Why This Matters for UCP
H&M opens its global fashion catalog to AI styling agents, making its 4,200-store product range accessible through UCP for automated outfit discovery and purchase.
UCP Capabilities
UCP Endpoint
Announced — Endpoint not yet publicly available
Integration Example
// H&M UCP checkout (announced, not yet live)
const manifest = await fetch('https://www.hm.com/.well-known/ucp')
.then(r => r.json());
// When live, expect:
// - Catalog: full clothing catalog with size, color, sustainability labels
// - Identity: H&M Member discount and reward point application
// - Checkout: multi-currency for 77 marketsCategory
MerchantsUCP Status
AnnouncedTags
Pricing
paid
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Reviews
★★★★★4.7 (3 reviews)These are illustrative examples to show what reviews will look like. Submit your own experience below.
A. Hassan
Platform Engineer · Mar 12, 2026
Integrated in an afternoon. The discovery endpoint just worked. Payment token exchange is well-implemented — clean schema, no surprises.
T. Chen
Full-Stack Developer · Feb 10, 2026
Used this as the reference implementation while building our own UCP endpoint. The checkout flow is exactly what the spec describes.
J. Santos
Senior Engineer · Feb 28, 2026
Integration was straightforward. The UCP endpoint discovery works as documented and checkout completes in under 2 seconds. Solid implementation.
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