Women are driving the transformation of e-commerce, according to a study conducted by Yango Ads. The survey interviewed 386 Brazilian consumers who own a smartphone and make online purchases at least once a month. Additionally, the study gathered insights from 2,600 women in seven countries, providing an in-depth analysis of how this segment interacts with online shopping — from the dominance 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 to use marketplace apps, while 77% choose to buy 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 appliances (62%). The study also reveals that 60% of women compare prices before completing a purchase, and the same percentage check reviews and reviews from other consumers. This reinforces the importance of credibility and transparency to boost sales conversions.
The digital consumer is becoming increasingly demanding and well-informed. Brands need to invest in personalization, user experience, and benefits such as free shipping, which is a decisive factor for 60% of the respondents, says Mira Weiser, Chief Product Officer of Yango Ads Space.
To effectively engage and retain consumers, it is important to leverage flash sales and loyalty programs. 52% of female shoppers actively respond to 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 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 also developing strategies to generate segmented demand for their products."
The study also mapped the purchase decision time by product category: while food and ready-to-eat meals are purchased within a few hours, higher-value items such as furniture and appliances can take more than a month to be chosen, requiring different approaches for each segment.
