Clothing & accessories dominates online shopping across both genders in Germany, yet the gap is striking: of female shoppers purchased apparel online compared to of males, making it the top category for women by a wide margin. Electronics & gadgets tells the opposite story — of men shopped this category versus just of women, representing the single largest gender divergence in the data.
Female shoppers lead across most lifestyle and wellness categories. Beauty & skincare shows a 24-percentage-point gap ( female vs. male), while health products ( vs. ) and home décor & furnishings ( vs. ) follow a similar pattern. Personal care & hygiene and groceries also skew notably female, suggesting women drive a broader range of everyday and self-care purchases online.
Appliances stand out as the one category where male and female purchase rates are identical at , pointing to a shared decision-making dynamic for big-ticket household items. Digital products such as apps, games, and subscriptions lean slightly male ( vs. ), consistent with broader trends in gaming and software consumption. Fewer than of either group report shopping in none of these categories, confirming that online retail is now near-universal in Germany.
