Women are driving the transformation of e-commerce, according to a study conducted by Yango Ads. The research surveyed 386 Brazilian female consumers who own a smartphone and shop online at least once a month. Additionally, the study gathered insights from 2,600 women across seven countries, offering an in-depth analysis of how this segment relates to online shopping—from the predominance of mobile channels and the most desired product categories to the factors that strengthen brand loyalty and the most effective advertising strategies.
According to the study, 90% of women in Brazil make purchases via smartphone, highlighting the demand for convenience and more intuitive interfaces. Additionally, 79% prefer using marketplace apps, while 77% choose to shop directly on these platforms’ websites, demonstrating a strong trend of consumption concentration among major digital retailers.
Among the most purchased categories online, clothing and footwear lead with 88%, followed by beauty products (82%) and home appliances (62%). The study also reveals that 60% of women compare prices before finalizing a purchase, and the same percentage checks reviews and feedback from other consumers. This reinforces the importance of credibility and transparency to drive sales conversions.
“Digital consumers are becoming increasingly demanding and well-informed. Brands need to invest in personalization, user experience, and benefits like free shipping, which is a deciding factor for 60% of respondents,” says Mira Weiser, Chief Product Officer at Yango Ads Space.
To effectively engage and retain female consumers, it’s important to leverage flash sales and loyalty programs. 52% of female shoppers actively participate in short-term promotions, so creating a sense of urgency can boost sales. Additionally, 36% of these consumers value personalized recommendations based on previous purchases. By combining these elements, brands not only encourage immediate actions but also enhance the overall shopping experience.
Weiser adds: “This behavior shows that female consumers respond well to triggers that create a sense of urgency and personalization. Brands should focus on investing in channels that attract their most engaged audience while developing strategies to generate targeted demand for their products.”
The study also mapped the purchase decision time by product category: while food and ready-made meals are purchased within hours, higher-value items like furniture and appliances can take over a month to be chosen, requiring differentiated approaches for each segment.
