Spotlight on e-Commerce Gaps: Hermès

Following the just-concluded Hermès show, I’m starting a series on e-commerce gaps using concrete examples from this brand. I recently did numerous fittings for the unretouched digital lookbook platform 2Jour-Stylist.com, where I analyzed the online vs. offline experience as well as the overall omnichannel journey.

I tried on a bodysuit and trousers from the Hermès Spring 2025 collection.

Notes along the way:

1. In e-commerce for growing conversions through upsell/cross-sell it’s important to display connections of different types. By connection in this particular case I mean items which make a set and items which are displayed in the outfit.

2. Missed cross-sell opportunity: There are trousers in the collection made from the same fabric that pair perfectly with the bodysuit, but they aren’t mentioned on the bodysuit’s product page.

3. Missed cross-sell opportunity: A matching skirt appears styled with the bodysuit, yet it’s buried in an expandable tab alongside a non-clickable code—and searching that code returns no results. There is a search result while searching with item name, so I am not sure whether item code search is available (so this is +1 gap).

4. Placement and format of add-on items on product page (product cards, clickable links, etc.) matter: as is, customers may never find them. It’s important to keep in mind that customers can arrive at the product page in different ways, so not only the product page matters but also the collection page, where there is a product grid.

There is even one more type of connection that might be considered. Any ideas? x

5. Missed extra-sell/option-sell opportunity: There are also several tops in the same fabric & style as this bodysuit—none are noted on the product page.

6. Another reason I created the 2Jour Stylist platform is the misleading sizing information in online shops. I’m wearing a size 36 bodysuit, whereas the model is listed as a 38, and it’s described as true to size. The size chart suggests I need 38–40, and visually I appear larger than the model, so I doubt that a size 38 is accurate. Sizing information about the model’s fit and the size appears in different sections, which I also consider a gap in how this information is presented.

For the trousers, I’m wearing the same style that forms a set with the bodysuit but in a different color, because I couldn’t fit into a size 36 in that shade (and no 38 was available). On 2Jour Stylist, we add detailed fit and size information for every item, so shoppers have all the relevant data for a confident choice. That’s in addition to comprehensive information about the other outift elements featured in the try-on and the product codes.

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*In e-commerce, there are no one-size-fits-all solutions; the approach must be comprehensive and tailored to each business’s offerings and goals. I offer consultancy customized to business needs. Details here.

**My huge comparison on sizing gap within different brands online vs. real-life is here.