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. Furthermore, the study gathered insights from 2.600 women in 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 using their smartphones, what highlights the demand for convenience and more intuitive interfaces. Furthermore, 79% prefer to use marketplace apps, while 77% choose to buy directly from the websites of these platforms, which demonstrates a strong trend of concentration of consumption among large digital retailers.
Among the most purchased categories online, clothing and footwear lead with 88%, followed by beauty products (82%) and household appliances (62%). The study also reveals that 60% of women compare prices before finalizing a purchase, and the same percentage checks evaluations and reviews from other consumers. This reinforces the importance of credibility and transparency to drive 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, that is a decisive factor for 60% of the interviewed, says Mira Weiser, Chief Product Officer of Yango Ads Space.
To engage and retain consumers effectively, it is important to take advantage of flash sales and loyalty programs. 52% of female shoppers actively engage in short-term promotions, so creating a sense of urgency can boost sales. Furthermore, 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 the channels that attract their most engaged audience, while developing strategies to generate segmented demand for their products.”
The study also mapped the purchase decision time by product category: while food and ready meals are purchased within a few hours, items of higher value, like furniture and appliances, they can take more than a month to be chosen, requiring differentiated approaches for each segment.
