eCommerce Data: What’s Driving Women’s Purchase Decisions?

As the digital commerce landscape continues to evolve, brands must be equipped with the latest consumer insights in order to stay competitive. Today’s online shoppers expect seamless, personalized shopping that delivers both convenience and value — but some aspects are more important than others. Price, of course, is important, but what else is driving purchase decisions? 

Below, we look at a few female-specific highlights from Wunderkind’s 2025 U.S. Consumer Insights Report that shed light on the current trends around women and eCommerce:

• With 93% of women regularly using smartphones for online shopping, brands must ensure they are providing mobile-optimized experiences.
• Women are highly price-conscious: 60% said that better pricing and/or exclusive discounts would encourage them to shop directly from a brand’s website. And when they do purchase right from a brand online, 30% of women said  ‘best price’ matters the most. 
• Free shipping is a deal-breaker for many women, with 47% citing high shipping costs as the top reason for abandoning an online purchase.
• Product information and customer reviews both play a critical role in purchase decisions: 41% said that detailed product descriptions help them the most in making decisions, while 40% are influenced by customer reviews.