Better prettify your search ads - the online retail market is getting to be a much girlier place. That's according to a recent eMarketer report covered in Ad Age. Just look at the stats: Females now make up over half (52%) of the online population Women control three-quarters of household expenditures offline, a similar trend is emerging online Traditionally female products (furniture, jewelry, appliances) are among the fastest growing categories on the web.
No word on how tiara sales are coming along. We do disagree with the author of the report's reasons as to why many women are still uncomfortable buying online. Using clothes shopping as an example, eMarketing analyst Debra Aho says that apparel sites which list products all in a row rather than in groupings with related separates and accessories just aren't appealing to women.
Of course the retailer wants to cash in on cross-sells and that's always a smart idea, but they need to keep in mind the other type of female shopper - the one who already knows what she wants to buy. If I'm looking for a black skirt, I want to see as many black skirts as possible in the shortest period of time.
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