Why do women stay with online shopping

E-commerce :
Study: How women shop online

What is important to women when shopping online? What influences them when they put products in the digital shopping cart? And what do women actually do differently than men when shopping? All important questions for companies and online shops, because the "KauFRAUsch" study of theGIM Society for Innovative Market Research has shown one thing above all: Today, online shopping is no longer the exception for women, but the rule.

Four results of the study are particularly interesting for brands and shops:


Safety and convenience are top priorities for women. They mainly buy on proven - and often large - portals such as Amazon or Otto.de a. Apart from the big ones, shops that specialize in, for example, children are particularly popular. Particularly important for new and lesser-known shops: secure payment options, quick and easy registration as well as fast shipping and free returns.


One behavior that is rather alien to men is routine with women: they use the shopping cart. For example, to make a preselection, to mark your favorite parts or to reconsider your purchase decision. You can also keep an eye on price developments over a longer period of time. Also important: The shopping cart provides a general overview. In this way, customers can evaluate whether different parts fit together or discuss purchasing decisions with their partner or family. Shopping carts should therefore be easy to use, automatically saved and remain close to the shopping process.