Wunderkind, the leading AI-powered performance marketing and identity platform, released a report that among other findings found that eCommerce growth in 2025 will be driven by men specifically, younger men.
The Consumer Insights Report 2025 finds that a notable 33% of men plan to increase their online shopping activity in 2025, compared to only 26% of women. In fact, 13% of women say they are more likely to reduce their online shopping in the year ahead, compared to only 7% of men. Further driving this uptick in online shopping are younger generations, with 32% of Millennials and 31% of Gen Z poised to shop more online in the new year.
Looking past these topline stats, the report also digs deeper into such details as where they shop, what they’re shopping for, and what channels retailers and brands can use to reach them.
For instance, while fashion remains a top product category across the board with 60% of consumers, nearly half of men (49%) over-index specifically on electronics, compared to only 17% for women. And while online marketplaces like Amazon and Temu are the top source of online shopping with 53% of all consumers, their preference is particularly strong among men, at 56%, whereas big-box retailers like Walmart and Target resonate more with women at 40%.
The report also highlights other interesting eCommerce gender differences, such as:
- Price Sensitivity and Decision-Making: Men are more likely to prioritize “best price” as a deciding factor (39% vs. 30%) when buying online, reflecting their emphasis on value-driven purchases.
- Trust in Social Media Ads: Men show higher responsiveness to social media advertisements (34% vs. 22%), demonstrating a stronger inclination towards digital ad influence.
- Visual and Brand Storytelling Content:Men are less motivated by visual and storytelling content than women, with less than half as many men citing it as a motivator than women.
“This report isn’t just about identifying who is shopping more, it’s about understanding why and how to reach them,” said Wunderkind’s Tim Glomb, VP of Digital, Content, and AI. “By leveraging these insights, brands can fine-tune their offers and messaging to align with consumer preferences, ensuring higher engagement and conversion rates. One-size-fits-all marketing is a thing of the past. This report gives brands the insights they need to tailor their approach by demographic, from emphasizing price sensitivity for men, to leveraging social media influence, or ensuring that high-value shoppers receive hyper-personalized experiences.”
Additional insights available from The U.S. Consumer Insights Report 2025 include details on device preferences, personalized messaging strategies, customer service expectations, and purchase drivers throughout the sales funnel. Additional localized versions of the report for the UK and Australia are also available.
The report was conducted with MX8 Labs, drawn from a representative sample of over 500 consumers reflecting diversity across gender, ethnicity, age, and household income conducted in December of 2024.
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