A sequence of editions of the WebShoppers survey, carried out by Ebit, demonstrates the evolution of participation in online shopping by female and male audiences. The data shows that women became more active in the last year.
The statistics come from editions 32, 33, 34 and 35 of the WebShoppers studies, check:
- 2014 (second semester): 48,40% women and 51,60% men
- 2015 (first semester): 50,01% women and 49,99% men
- 2015 (second semester): 48,60% women and 51,40% men
- 2016 (first semester): 51,87% women and 48,13% men
- 2016 (second semester): 51,60% women and 48,40% men
As can be seen, at the end of 2016, women surpassed men by 3,2 percentage points, which according to Ebit is equivalent to 1,5 million more women than men shopping online.
In the next editions of the WebShoppers survey, we will be able to see if these numbers consolidate, retract or expand in favor of the female audience. If the last option occurs, we will have a trend that could influence Marketing actions soon.
In any case, if you're thinking about developing an online store to sell products to women, be sure to check out the article " E-commerce of shoes is driving women crazy ," which I published here on the E-Plus Digital Marketing agency blog in 2016.
Furthermore, if possible, develop your e-commerce website using an omnichannel and scalable platform , such as Vtex , which will save you a number of problems, such as difficulty integrating sales tools and difficulty supporting future growth.
