Frequency of online purchases in China 2022, by gender

The coronavirus (COVID-19) pandemic has sped up the shift to online shopping in China. According to a survey on online shopping behavior in China conducted by Rakuten Insight in June 2022, about 74 percent of the female respondents said they had made online purchases at least once a week.

Rise of the She-economy

Along with an increasing income and progress towards gender equality, women in China have become a significant driver of the country’s consumption and economic development. China has nearly 400 million female consumers aged between 20 and 60 years, and they are responsible for the majority of household purchasing decisions.

Female mobile shoppers

Mobile shopping has become the norm for Chinese female internet users. As of February 2020, China recorded nearly 450 million female mobile shoppers. Compared to male shoppers, female consumers are more willing to participate in online shopping events and embracing new features like social commerce and live streaming commerce.