eCommerce Growth in 2025 Will Be Driven By Men
A Wunderkind study found that 33% of men say they’ll be increasing their online shopping activity this year, vs. only 26% of women.
A classic stereotype is that women are bigger shoppers than men, but new insights from performance marketing and identity platform Wunderkind paint a different picture, at least when it comes to online shopping. Not only are more men than women planning to shop more online this year, a larger share of women are anticipate reducing their eCommerce spending.
A few specific highlights on the gender differences from Wunderkind’s Consumer Insights Report 2025:
- 33% of men say they’ll be increasing their online shopping activity this year, vs. only 26% of women.
- 7% of men plan to reduce their online spending, while 13% of women plan to tighten their pursestrings.
- As you may expect, electronics is the most popular category for men (49%).
- Online marketplace juggernauts like Amazon and Temu are even more popular with men than overall consumers, 56% vs. 53%, while women opt more for big-box retailers like Walmart and Target (40%).
- 39% of men report prioritizing “best price” as a deciding factor when buying online, compared to 30% of women.
“This report isn’t just about identifying who is shopping more, it’s about understanding why and how to reach them,” said Wunderkind’s Tim Glomb, VP of Digital, Content, and AI. “By leveraging these insights, brands can fine-tune their offers and messaging to align with consumer preferences, ensuring higher engagement and conversion rates. One-size-fits-all marketing is a thing of the past. This report gives brands the insights they need to tailor their approach by demographic, from emphasizing price sensitivity for men, to leveraging social media influence, or ensuring that high-value shoppers receive hyper-personalized experiences.”
