Business

E-commerce grows thanks to women: study

7 min read


Ecommerce has finally taken over the decade but seems to be picking up pace in recent years. This is confirmed by a study by Sapio Research for global fraud protection company ClearSale in the UK, Australia and Mexico.

E-commerce grows thanks to women: study
E-commerce grows thanks to women: study

Almost 22% of the buyers surveyed say they have bought something once or twice a week, while 23% do so at least every two weeks. At least 53% of them have increased this regularity in the past six months.

According to the report, Mexicans spend an average of 2,472.45 pesos per month. A total of 36% allocate less than 1,215 pesos, 44% between 1,215 and 2,836 pesos and 18% spend between 2,837 and 9,697 pesos … 2% confirmed that they would exceed this monthly amount.

This is different from Australian, Canadian and UK respondents, who tend to report lower spending. This can lead to many e-shoppers in Mexico They still belong to an above-average socio-economic level, as their spending structure is more similar to that of American consumers.

The Mexican women in this study, on average, spend less money than their male counterparts: 2,212.86 versus 2,725.64 pesos. In fact, 43% of them are in the first tier (less than 1,215 pesos) compared to 29% of men.

However, these numbers don’t tell the full story. When asked which items they are likely to buy online, Mexican respondents ranked electronics and technology products first (63%), a category preferred by men worldwide (67% versus 42% of women). Women). The next four product classes are household items, fashion, beauty items and books, where women make up the majority.

Among the most visited ecommerce websites in Mexico in 2019, four are clearly linked to fashion and housewares: Liverpool, Sears, Coppel Y. The home depotOthers like Amazon, Walmart, and Mercado Libre owe a significant portion of their sales to these categories.

Fashion itself is an expanding category in which large companies from all market segments, from El Palacio de Hierro to H M to Bershka, with small boutiques such as Mexicouture or Hi-Bye and e-stores of famous brands such as Mango and Nike or even global high fashion locations like Farfetch. The low-budget segment is served by discounters such as Linio, Privalia and Ösom.

Beauty products are also incredibly dynamic: companies like Sephora, MAC, Benefit, Urban Decay and Bobbi Brown run their own e-stores that deliver on-site, while dozens of others are available through The Beauty Box Mexico, Care to Beauty. , Olivine and the department stores.

It has also been proven that whoever pays is not necessarily the one who makes the decisions. Studies by the specialist agency Comscore have shown that more than 80% of e-commerce decisions are made by women.

Given the important role women play in e-commerce, gender differences in online fraud and anti-fraud policies also need to be taken into account.

Beauty products are incredibly dynamic among internet users too / Image: Depositphotos.com

Where was the tablet?

Women are more likely to buy via their tablet (60% versus 39% of men) or their mobile phone (52% versus 48%). This use of mobile devices also creates different scenarios for security measures related to protection from hackers, viruses or even simple ways to steal personal information, such as: B. Theft of the device.

Women are far more likely than men to have their phones on hand when shopping online (42% always have them). In contrast, only 29% say they have their credit cards on hand at all times. While Mexicans are generally more cautious about checking the website URL than Canadian, British, and Australian consumers (55% say they do), women are more likely to skip this topic (only 43% say they do).

Overall, 77% of women think online fraud is common compared with 75% of men, and they are more aware of credit card fraud (76% vs 73%) and phishing scams (76%). 69% versus 67%). In addition, a higher proportion of women believe that preventing online fraud is the responsibility of the website (35% versus 28%). As a result, only 34% believe that businesses are overly cautious about protecting against fraud, and 51% believe that protection is more important than privacy.

Women have their phones on hand much more often than men when shopping online / Image: Depositphotos.com

In terms of shopping experience, women are slightly less likely to try again if their payment is declined for the first time (55% vs 60% of men), but they are much more likely to return to the same website if their payment is declined (only 35% say they would not come back compared to 42% of men). Mexicans in general aren’t put off by many security measures when shopping (57%).

In short, women are more cautious than men about online fraud and are much more in favor of protective measures like the two-step verification. On the other hand, due to your choice of e-commerce devices, it is more urgent to provide fraud detection features in online stores. Of course, this does not mean that a smooth check-out is not preferred by everyone.

Online stores should focus on women’s needs for security and protection against online fraud. They are powerful drivers of e-commerce and their preferences need to be heard clearly.

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