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The Online Shopping Behavior of Men vs. Women

Online shopping habits vary significantly between women and men, reflecting differences in priorities, decision-making processes, and responses to marketing strategies. This divergence provides valuable insights for businesses aiming to optimize their e-commerce platforms and marketing campaigns.

Men vs. Women: Evolutionary Roles

The difference in online shopping habits between men and women is not merely a reflection of contemporary cultural norms but also a testament to the enduring influence of our evolutionary roles over the centuries. Historically, the distinct societal roles played by men and women have been shaped by a complex interplay of environmental, biological, and cultural factors.

While these roles have evolved, adapting to changing environments and societal structures, they continue to leave an indelible imprint on behavior patterns, including modern phenomena such as online shopping. Understanding this evolutionary backdrop is crucial for comprehending the differences in how men and women approach e-commerce and how these distinctions can be effectively leveraged in marketing and sales strategies.


  • Prefer a straightforward shopping experience. Men tend to purchase when the need is immediate and stop shopping once they find a workable product.
  • Think more practically in their purchasing decisions, are less interested in discounts or deals, and prefer to research products before buying. They are more likely to spend money on themselves.
  • Men are more inclined to buy electronics, food, drinks, and digital content via mobile.


  • View the online shopping experience as a social and comprehensive process. Women are more likely to shop based on future needs and are selective, ensuring the product fits all their requirements.
  • Are more receptive to marketing emails, coupons, sales, and other people’s opinions. They make impulse purchases and are more likely to buy gifts for others.
  • A higher percentage of women purchase via laptops.

Both genders are concerned with getting the best price, but this is slightly more pronounced among women. Women are also more likely to use coupons and respond to sale promotions.

Men vs. Women Personalization and Segmentation Tips


  • Focus on Functionality and Efficiency: Men appreciate detailed product descriptions and feature comparisons. An efficient, straightforward shopping experience is key.
  • Leverage Technology and Mobile Platforms: Since men are more likely to purchase electronics and digital content on mobile, optimize your mobile platform and target these products.
  • Utilize Logical Marketing Approaches: Men respond better to practical, fact-based marketing that highlights product features and benefits.


  • Engage Through Social Media and Email Marketing: Utilize platforms where women are more likely to engage and be receptive to marketing, like social media and email.
  • Offer Comprehensive Information and Reviews: Provide detailed product descriptions, customer reviews, and high-quality visuals.
  • Highlight Discounts and Deals: Emphasize sales, discounts, and out-of-season sales to attract female shoppers.

Understanding the nuanced shopping habits of women and men can significantly enhance how businesses approach their online presence and marketing strategies. By tailoring experiences and communications to these distinct preferences, companies can better meet the needs of their diverse customer base, leading to increased satisfaction and sales.

men vs women online shopping habit
Source: Ecommerce Platforms

Douglas Karr

Douglas Karr is the founder of the Martech Zone and CEO of DK New Media. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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