The benefits of shopping via digital channels—convenience, low prices and the ability to browse vast inventories—has brought a fast-growing number of people into the ecommerce marketplace. And women, often the chief shoppers of the household, are at the forefront of this transition.
Women's network SheSpeaks and female-oriented marketing firm Lippe Taylor surveyed over 2,000 US female internet users in March 2013 and found that only 6% reported still researching products primarily in-store, while another 5% asked friends and family for recommendations most often. The rest—89% in total—did their browsing mostly on the web, either via desktop (71%) or on mobile devices (18%).
There is no question that for retailers trying to reach women early in the purchase path, online is the place to be.