Comparison of two e-commerce websites, features, functionalities, design

Comparison of two B2C e-Commerce Websites

This example aims to spot the differences (features, functionalities, design) between two different dressing brands.

H&M and boohooMAN

As also can be seen from the homepage images of both websites below, while H&M has a simpler look on the homepage, boohooMAN`s home page is full of colorful banners.

They do have a similar structure with banners. As also can be seen from the images they both have a collab image with a famous person.

H&M has it is sale/discount banner with while over yellow dots background. Which hooks the attention of the customer with color change. Makes it more stand out than other parts but less stands out than the collab image with Gigi Hadid.

boohooMAN has it is sale/discount banner(s) in two different colors, while two of the banners have a default (grey) color, two of them have a pink background also one of the pink banners is the same size as the collab banner. Which makes it stand out more and hooks the attention easily. While H&M has a collab banner with Gigi Hadid, boohooMAN has Trippie Redd on the banner. Which also has a soft color background that makes clothes stand out more than it does with H&M`s banner.

                                                                                          H&M

https://www2.hm.com/en_gb/index.html

boohooMAN

https://www.boohooman.com

Now that we have seen the homepage visual, let`s look into the details...

Comparing what they don`t have is smarter than trying to see what they have in common. Because 

headers have their own structure that is similar to all websites.  

A huge spottable difference is the placement of the search bar. That would not be a problem to have a search bar in different places, but the search bar is mostly placed on the right side or in the middle, right under or above the logo of the brand.

 Looking into the other difference that can be spotted easily is the option of choosing a country and language. H&M has the option as well, but to use it you need to scroll until the footer and choose it. 

One more detail that can be counted also as a specific detail is categories. boohooMAN has different fonts and colors used for some categories. However, H&M kept the simple look and did not do any changes to fonts. 

Rolling down to the middle of the homepage...

Where we see special price products from both brands.

While H&M has one item shown on the banner boohooMAN has 3 different items.

This also gives boohooMAN the upper hand in this particular case because it has more items to show to customers.

H&M

boohooMAN

Keep scrolling down until we reach the footer of both sites...

Now that we can see the footer it is possible to say both footers are great and looking good. However, H&M wins with a simple-looking footer in this section. boohooMAN`s footer has too much specific information for each category, which can be useful too but, with the look comparison, it has an eye tiring look. (default (grey) background and too much writing).