European E-Retail Report: Women Dominate Online Commerce

Women have taken the dominant role in the European online trade of goods, according to a recent Deutsche Card Services report. As shown in “E-Retail Report 2009”, 61.35% of all transactions originating in European online stores are by women. In comparison with the 2007 report, where women encompassed only 44% of purchase transations, a quick shift in online purchasing power is very visible. “The female dominance came as a surprise because in totals spent in e-commerce, men have a much stronger role. We can see from the data that women are much more cautious in the purchasing of internet travel services, but very active in ordering goods online. These breakthroughs are an important steer for the future of online handlers,” says Detlef Henkel, CEO of Deutsche Card Services. The report also shows that online merchandising is increasingly becoming the norm.
For Diversity marketing experts, like international D&I consultant Michael Stuber, the data is less surprising and more encouraging. “We have shared gender market insight with our clients over

many years, pointing to the untapped customer potential women present,” he says. But the critical piece for success that his company has identified is not only pure data, but for marketers to understand that much of their communication, and sometimes even product features, are subconsciously geared at men. “Desigining and deploying marketing concepts for both genders remains a challenge when main stakeholders enjoy playing with their gender stereotypes and promoting their own hobbies rather than looking at the facts of the market,” he concludes and warns that “pinking” products will not be an effective solution to include women. His company, European Diversity Research & Consulting, has identified many good practices internationally that are already leading the way in tapping into gender market potential.