Market research carried out by Jumia
Ghana, the online shopping giant; found that men make
2/3 of online purchases in Ghana. They also found that men buy the majority of
products under every category, including Beauty and Perfume, and Fashion. The
question is WHY?
Women in Ghana have access to the Internet, smartphones, and disposable
cash, so why is it that they are not shopping online as much as men are?
A few theories:
1) Men love toys & come running to Jumia for the great prices.
While the men are searching for their well-priced phones, laptops and
other gadgets on Jumia, they come across the great selection of fashion items.
Women too are attracted to such gadgets but are also attracted to a large variety
of items. They may not have discovered that these items can be found in one
location with online shopping apps and websites.
2) Ghanaian men treat their ladies.
Men are known for their generosity. They like to treat their women.
Kofi, a Jumia customer said, “half of the items I buy online, I buy for
my wife. I can surprise her with a gift anywhere she is in Ghana, even when I
am away when I order online”. Isn’t that so sweet?!
3) Women like to touch & feel products before they buy(Not just
fashion)
Men are often less picky than women when shopping. If they find
something that they like that seems like it will fit, they can buy it. For
women, it is sometimes difficult to predict the quality of a product without
seeing it in person, especially clothing.
Additionally, women need details about an item before buying it. They
read the reviews and descriptions about the texture and fit, and reviews of why
some have liked it and why others have disliked the item before buying. Women
even consult their friends who then have to go through the same process before
determining if the item is worth buying. A way around this problem for them is
to check the items out in the stores and then return to the online portals to
buy the clothing. Online, the item is often 20-30% cheaper there than it is in
store.
These may all be contributing factors to the lack of women shopping for
clothing online. The best advice for anyone selling anything online is to
provide as much objective information about the item as possible. Having
pictures and brand names is nice but they do not tell about the experience one
may have with the product, something that Jumia.com.gh does well.
What do you think? Why are Ghanaian women less active in online
shopping?
SURVEY REVEALED: MEN DOMINATE 2/3 OF ONLINE PURCHASES IN GHANA- CHECKOUT WHAT THEY BUY!
Reviewed by Bash
on
08:02:00
Rating:

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