Online women shopping: Keeping online retailers on their toes

The Internet is rapidly changing the way we search, select and buy as customers.  The trend of digitization has made even the customers preferring to shop online over the normal retail outlets.  In fact, even the local stores of the city are now making efforts to show their online presence to remain in this fiercely competitive market scenario.  Online shopping by women has interestingly seen an impressive increase in volume.  The women today chooses to buy from the comfort of the home at the click of the mouse instead of spending time, energy and money only to realize finally that desired product is out of stock.

The online women shopping scenario, in particular, has seen a pragmatic shift towards a preference to buy from online retailers. This change in the consumer behavior is considerate and a perfect research topic for marketers and academicians equally.  As predicted by analysts that by the year 2016 India will overtake the USA in terms of a number of smart phone users, this will have long term effect since about 85% of online transactions happen through smart phones.  About 50 % to 55% of these transactions are conducted by women users be it the metros or the Tier II and Tier III cities.  The online women shopping mostly comprises of fashion clothes, accessories, artificial jewelry, footwear and home décor.  Online shopping incidentally supports the typical behavior of Indian women who loves to go through hundreds of options before finalizing a single product and at times not even that.  It’s so easy while shopping online to choose from so many options available on various sites, all happening in the convenience of the home at the single click of the house.  No need to step out and face the maddening crowd of the malls and retail outlets. 

Online women shopping in India has now become personalized as well, where experts are available via chat or customer help line. This feature of online shopping gives a certain level of confidence to the women folks.  When a customer receives recommendations while buying online, the customer is actually more inclined towards making a purchase and be satisfied with the choice made.  Interestingly online buying for working women means that they even prefer to buy groceries, fruits, and vegetables online as well. 

Marketers have now very well understood that women gender has to be understood as a different culture with distinct characteristics and unique tactics need to be used to address this.  A different approach is required now to tap this market.