The same male and female shopping habits that play out in malls and grocery stores across the U.S. also play out online, according to the ecommerce agency Redstage.
Women dominate online retail in nearly every category, spending 20 percent more time browsing shopping sites than men. Women also spend more money online in almost every area except sports, electronics and outdoor goods.
Guys, however, dominate mobile shopping. Armed with their smartphones, they tend to focus a singular shopping mission, delving deeply into product information. In contrast, women tend to scan and browse many products. “This often leads to more impulse purchases from women than from men.”
Other differences: Women are more likely to use coupons online (68 percent vs. 60 percent for men) and shop when there are sales (49 percent vs. 36 percent). Women are also more likely to share products on social networks.
What do these tendencies mean for ecommerce sites? Retailers catering to men should ensure their mobile site is dialed in, with detailed product information and customer-backed reviews. In contrast, retailers catering to women online should make it easy to browse many products, with the ability to filter and sort results and share finds with social networks.