If you were to say that the world of retail is dominated by women, you're partially right. When online shopping started, the products were catered towards male online shoppers, selling items such as gadgets, consumer electronics and etc.

However, things are changing as women are gradually becoming the primary driving force behind eCommerce sales as more and more female-centric shopping sites start to pop up. This is not to say that male online shoppers are not contributing to the overall sales. Surprisingly, men drive nearly as much online spending as women in the United States alone.

In this article, we will be examining the different traits between male and female online shoppers so that online retailers can better use this information to create successful marketing campaigns.

1. Males tend to research actively as compared to females

Although men perceive shopping to be a chore, they can be relatively devoted when it comes to buying products. Based on a survey done by Empathica, a customer experience consultancy firm, it is discovered that male online shoppers will view all the product details and pictures carefully before buying, while women will quickly scan the product page and go to the next product that they want.

This suggests that male shoppers want to be as informed as possible when buying products online, and thus online retailers need to provide detailed product descriptions if their primary target audience are males.

2. Males use social media sites to find information while females look for sales/discounts

Women are the real power behind social media, according to the infographic done by FinancesOnline. They are predominantly using Facebook and Twitter to share photos and news and also connect with brands. Interesting, searching for online promotions is one of the primary reasons that keeps females engaged on social media.

Unlike females, male online shoppers will go specifically to deal sites for any current promotions. They perceive social media to be a platform for them to access information quickly, rather than spending time looking for online deals.

3. Males prefer bright website design as compared to females

Do you know that the colour of your website can help to draw attention and augment user online experience? Blue was voted as the most popular colour between males and females and surprisingly, men are fond of bright colours while females are more interested in darker colours like purple.

Online retailers should take into consideration such details when building their online website as it can have significant impact on the overall image and site traffic. Not to forget, site designers need to keep in mind how the site colour will complement the products.

4. Email marketing works best on females than males

If you are trying to win over young female online shoppers, try investing in email marketing. This is because emails are the first thing that they check online in the morning, and they may check their mailbox more than 5 times a day. This provides a great opportunity for online retailers to target them during late afternoons or after dinner when they are likely to be relaxing.

On the other hand, paid advertising works well on male online shoppers. You can either try boost ads on Facebook so that it will appear when they search for information or improve on the ranking of your website with search engine optimisation campaigns.

5. Males prefer to shop from mobile devices as compared to females

In case you are wondering why men are usually typing away on their phones or tablets, the truth is that they could be secretly doing their online shopping. This finding is supported by SeeWhy, where 22.2% and 20.4% of the men surveyed said that they made their online purchases on smartphones and tablets. Mobile-optimised websites have become an important factor behind the success of online stores. Men and women are spending a lot of time on their smart devices which increases the chances of them shopping on the go.

Knowing your customer’s preferences is the first step to creating successful marketing campaigns. That's why it's crucial for online retailers to have a good understanding on the shopping habits of their target audience.