By Ridgeway, United Kingdom
  • E-commerce

For more than 90 years, hmv is a long-standing British retailer of the music, film, and games industry. Taking its first major steps into e-commerce, the brand’s thousands of products were brought online to cope with huge levels of traffic across peak periods.

Site of the Year Winner 2015


Each year, since the development of the website, the results are going from strength to strength. From September 2015 to September 2016, compared with September 2016 to September 2017, the site has achieved:

16% increase in conversion rate
42% increase in new users
65% increase in quantity of products sold
69% increase in transactions on the website
65% increase in unique purchases

Any Load Catered For

With almost 82,000 pages and 44,500 SKUs, a robust platform was needed to cope with a site of this size whilst delivering great site speed and performance. During Black Friday in 2017, 2,500 users were visiting the site at the same time, demonstrating the large volume of traffic the site attracts at peak times.

The migration to Microsoft Azure in 2017 has resulted in Ridgeway being able to react much more promptly to the growth requirements. At peak periods, Ridgeway has the ability to promptly scale the infrastructure up and down, which means hmv only uses the server space that the site needs.

Stephen Partridge

The last thing we wanted is to become ‘just another high-street retailer’. This is more about offering the ability to buy what the customers were demanding, whilst retaining what has been unique about the experience entertainment fans get from hmv.

Stephen Partridge, Head of E-commerce

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