Who’s buying online — men or women?

Banks in Tanzania are among those in an ongoing online seige by hackers. Photo: Daniel Hayduk

Do you do your shopping online?  Photo: Daniel Hayduk

Over 70 percent of e-commerce customers on Tanzanian e-commerce website Jumia are men,  says marketing manager for Jumia Tanzania, Harrieth Mgongolwa.

“Men are more appealed [sic] to simple, easy and convenient shopping, as opposed to women who can be quite skeptical,” says Mgongolwa.

That is not unique to Tanzania: men in the United States are also more likely to buy online — and wish they could buy more online — than women, says a 2015 report by Business Insider.

However, when it comes to the dollar-value of purchases made, women account for nearly 60 percent of online purchases.

But details on how much which gender spends on Jumia are not available.

Use of mobile devices also jumped 16 percent in one year, says Mgongolwa.

“In 2015, 48.7 percent of the total sessions were generated by mobile users. The numbers have then spiked in 2016 to 64.7 percent.”


Report a typo: highlight the text in question and press Ctrl+Enter to report.

About the Author

Daniel Hayduk
Daniel is Dar Post's news director. When not in the newsroom, he spends his days helping NGOs across the continent find their creative side.