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Breaking cliches; Men outdo women when it comes to e-shopping: Study

It’s no news that the trend of shopping online in India is catching momentum faster than a forest fire.  E-commerce activities are expanding at a rapid rate with new and innovative players entering the market in great numbers. This trend is penetrating not only in Tier I cities but also in Tier II and III cities. The interesting bit of news, however, is that men have surpassed women when it comes to shopping on e-commerce platforms. The clichés associated with women being shopaholics seem to be breaking down as online shopping gathers more traction among men every day.

Online shopping has hit a tipping point and will see exponential growth in 2013, says a new study by Google India. The study says that online shopping in India saw 128% growth in 2011-12, compared to 40% growth the previous year. And men are in fact now eclipsing the fairer sex as frequent buyers, although women are often thought to have more of a weakness for material purchases.

A study shows that 70 - 80% online shoppers are men. Interestingly, the e-buying propensity of men is not only restricted to gadgets or apparel. They are also found to be increasingly spending online for their day-to-day necessities like groceries for home, diapers for their babies, mobile recharges, payments of bills, restaurant and movie ticket bookings, buying air tickets etc.

Adding to this, Mr. Ravitej, Founder & CEO of and co-founder of commented, “Though the number of women who buy online is increasing every year, men still dominate online shopping across all categories. Even while buying baby products or maternity wear, men seem to buy on behalf of women. This clearly shows that Indian men are more active when it comes to online shopping when compared to women.”

The prominent reasons for men shopping online are:

Internet Reach:  The reach of the internet and mobile applications save a lot of quality time. One can easily shop online in 15 minutes if the person is well acquainted with internet browsing. This results in saving precious time as well as fulfilling one’s need. Men’s primary problem with shopping at brick-and-mortar stores is the inconvenience involved in terms of time spent travelling, parking, shop hopping, etc. All these are rendered unnecessary when it comes to online shopping, making the whole process more fun and convenient for them.

Wider Range: Online shopping offers the widest range of shopping at one click. It offers a variety of options to compare and choose from.

Easy on the pocket:  It’s easy to shop online within one’s budget. Shopping online saves fuel costs and parking charges. One also stays away from other distractions like stopping for a bit to eat etc. Therefore, the tendency to stay well within one’s budget is higher when it comes to online shopping. Naturally more inclined to save, men, therefore, seem to love this way of shopping. 

Discounts and Products Rates: Online shopping sites are offering better discounts compared to physical stores as they save on a lot on overhead costs. This is another major reason why men love shopping from e-stores.

Cash Back:  Sites like and offer real money as cashback. A percentage of the transaction cost is credited into the user’s account as real money which can be transferred into one’s bank account. Being more open to newer ideas, many men opt to shop through such websites. “A penny saved is a penny earned” was never more poignant with meaning. And all men love to earn more, don’t they?!

Cash-on-Home Delivery:  Cash-on-home-delivery has played a great role in further inclining men towards online shopping. It is hassle-free and is therefore preferred by many customers as they receive their product at their door steps and then the cash is paid for the product.

The world of the internet is growing tremendously and so is the realm of online shopping. It is clearer than ever that online shopping has created its own niche and a huge number of loyal customers in India. The fact that it is veering the traditionally anti-shopping gender to outdo the opposite sex speaks volumes about the success of this style of purchasing and the immense potential it holds for the future.


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