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.”