ASOS vs. H&M: Which Gives You More Fashion for Your Money in 2026?
We compared pricing, sizing range, shipping speed and return policies across both retailers to see which one actually saves you more over a year of shopping.
Elena Marchetti
Fashion & Retail Editor
If you shop fashion online in Europe or North America, chances are ASOS and H&M are both bookmarked in your browser. We spent three weeks tracking prices, checking out with real carts, and comparing shipping times to figure out which platform delivers more value once discounts are factored in.
Pricing after coupons
H&M's baseline prices are lower on basics like t-shirts and denim, but ASOS runs more frequent sitewide promotions — our tracked average discount across a month was 22% at ASOS versus 14% at H&M. If you time purchases around a code like WELCOME20, ASOS often ends up cheaper on comparable items.
Size range and fit
This is where ASOS pulls ahead decisively. Its size range spans UK 4–32 with dedicated Petite, Tall and Curve lines from most of its own brands, while H&M's range is narrower and varies significantly by supplier.
Shipping and returns
- ASOS: free returns within 45 days, but delivery can slip to 5–7 days during major sales
- H&M: free in-store returns, 14-day online return window, generally faster fulfillment
- Both charge a small delivery fee below their free-shipping thresholds
“Time your cart around a sitewide code and check both retailers before you buy — a 20% stack can flip which one is actually cheaper.”
Our verdict
For basics and everyday staples, H&M wins on price. For fit range, trend-forward pieces and stacking promo codes, ASOS is the better long-term value — especially if you're shopping outside standard sizing.
What we liked
- + ASOS has a far wider size range (4–32)
- + H&M's Conscious line is genuinely cheaper for basics
- + Both offer easy 30+ day returns across the EU
Where it falls short
- − ASOS shipping slows down during sale periods
- − H&M's app frequently runs out of popular sizes
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