H&M Home has launched a holiday gift guide partnership with Google that uses Google Assistant voice technology to allow ordering on mobile phones and Google Home smart devices, according to a news release.

H&M customers can order from the catalogue and make payment using voice controls built into the Google Assistant technology. Customers need an Android device with Google Assistant and a credit card linked to a Google account in order to make purchases, H&M Spokesman Patrick Shaner told Mobile Payments Today via email.

The voice shopping capabilities expands an existing relationship between H&M and Google after the companies released the H&M HOME Stylist earlier this year, which was one of the first voice applications to be unveiled in the home segment. The companies worked with Stripe to expand the relationship to allow for voice-controlled purchases.

"This fast growing technology is opening up new possibilities for the retail industry to inspire and interact with customers," said Anders Sjoblom, managing director of H&M Home, in the release. "We are excited to take the lead when it comes to shaping the voice commerce of the future, to try this new technology and to have our customers to be a part of this journey."