Research reveals how women are transforming e-commerce and driving mobile sales

Women are driving the transformation of e-commerce, according to a study by Yango Ads. The survey surveyed 386 Brazilian consumers who own a smartphone and shop online at least once a month. In addition, the study collected 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 through the smartphone, which highlights the demand for convenience and more intuitive interfaces. In addition, 79% prefer to use marketplaces applications, while 77% choose to buy directly on the sites of these platforms, which demonstrates a strong trend of concentration of consumption among large digital retailers. 

Among the most purchased online categories, 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 reviews and reviews of other consumers. This reinforces the importance of credibility and transparency to boost sales conversions. 

“The digital consumer is becoming increasingly demanding and knowledgeable.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 of Yango Ads Space. 

To engage and retain consumers effectively, it is important to take advantage of lightning offers and loyalty programs.52% of women shoppers actively adhere to short-term promotions, so creating a sense of urgency can boost sales.In addition, 36% of these consumers value personalized recommendations based on previous purchases.By combining these elements, brands not only encourage immediate action, but also enhance the shopping experience as a whole. 

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 appeal to their most engaged audience, while devising strategies to generate targeted demand for their products 

The study also mapped the purchase decision time by product category: while ready-made foods and meals are purchased in a few hours, higher-value items such as furniture and appliances can take more than a month to choose, requiring differentiated approaches for each segment.