Stereotypes and cliches often have at least a kernel of truth. Julia Saswito and Astrid Wunsch should know it. Both work for a German agency and helped create the idea of gendered commerce.

Saswito and her colleagues stress that they don’t want to implement stereotypes. They want to cast a light on some differences how women and men shop in most cultures. So it’s not about questions like: Girls like pink, boys like blue. Their idea is not that women are superior nor inferior in shopping. They just do it differently than men.

Are girls and women shop differentyl?
Are girls and women shop differently?

Gender Commerce: Men are hunters

Most programmers and designer are male and thus, design online shops for male customers. Men – and now we are going into cliches – are looking for their prey / their product. They hunt it down. Studies found that men shop with a specific goal i. e. product or article they desire.

Men have an objective when shopping and don’t want to waste time.
Men have an objective when shopping and don’t want to waste time.


They specifically look out for said article, buy it and then leave. This is not how a shop – especially an online shop – can grow and flourish.

Gender Commerce: Women want to browse

Women on the other hand are often seen as gatherer types. They often want to browse or get inspired to buy something. Online shops can use this when displaying advertisements or recommendations what to buy next or how many customers bought other articles as well.

Women often shop to inspire themselves what to buy.
Women often shop to inspire themselves what to buy.

India Times reported that women outspend men in the Indian Union when online shopping is regarded. The often-discussed gender gap (more men than women are active online) is not true, at least when regarding shopping the web. Women can be seen as a big target group – unfortunately, web design often disregards them.

Another problem: National borders and online shopping

Saswito and her colleagues didn’t discuss another problem that is: Not only are some online shops not catering for their audience but many forget how important foreign customers can be. Why have an online shop when you are unwilling to deliver worldwide?

Mailbox Germany ships for customers – and retailers as well!

With Mailbox Germany, you can get help to start things and get your projects on the way. If you are a foreign customer who wants to shop in Germany or if you are a domestic retailer who wants to ship worldwide.

Start your thing and register a free account with us while we help you to transport and ship everything.

Christian Allner
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Christian Allner

Freelancer at
Your guy with a bachelor's degree, a passion for cooking, freelancing social media consultant, organizer of workshops and seminars for social media, Facebook marketing, and so on.

I have a neverending curiosity how things work. I'm involved with Mailbox Germany since 2014. Let us explore this world and its logistics!

Since 2011, I work as Schrift-Architekt, a freelance consultant for social media and for some time now I am an avid German podcaster with #Onlinegeister, radio about internet culture, social media, and PR.
Christian Allner
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