This post is a recap of the 20th E-Commerce Forum at Flagbit in Karlsruhe that was dedicated to the topic of gender in e-commerce.
The presenter, Astrid Wunsch, spoke about the gender-related differences in buying behavior that any online-shop owner needs to consider. The presentation was followed by a lively discussion and experience sharing. Summarizing the main points, the following recommendations can be given.
- Consider who your audience is. Even though your products will mostly define who your target customers are (make-up products as a female domain, vs. men shopping for electronic goods), do not simply make assumptions without checking your customer data. For example, on the website selling vacuum cleaners, 2/3 of buyers were female. Also consider cross-buying, e.g. women buying clothing for their husbands. On a voucher aggregator platform, one of the most popular vouchers selected by men was that of a perfume shop.
- Adjust the buying process in your shop. Men are normally result-oriented and know what kind of product they want. They prefer clear-structured shops with search and filter functions and few distractions. Women, on the contrary, like looking around and enjoy the buying experience itself. Their buying decision takes longer, as they need to consider a number of alternatives first. Women also like to be advised in the buying process, so it is a good idea to set up a live chat or a customer hotline.
- Think about product presentation. Male users need technical data and product details. They prefer to see the product in 3-dimensional view, isolated from context or other products. They also respond positively to product videos. Female customers pay more attention to colors and patterns of a product page. They also like to see products in real-life context, surrounded by other objects and performing their function. Women get more influenced by stories and testimonials around products, as well as positive social media signals.
In Europe, buying power of women is constantly increasing, and besides, women influence over two thirds of all buying decisions. Nevertheless, most online shops and websites in general still appeal to and made for a male audience. Maybe it is time to start thinking in the other direction?