When examining the top online shopping categories by gender in Italy in 2026, clothing and accessories emerges as the leading category overall, purchased by of female shoppers compared to of males — a gap that reflects a consistent pattern of stronger female engagement across fashion-adjacent categories. Beauty and skincare shows the widest divergence of all, with of women purchasing online versus just of men, while personal care and hygiene follows a similar trend at versus .
Electronics and gadgets stands out as the category where men lead decisively, with of male shoppers purchasing in this segment against of women. Footwear and health products also draw stronger female participation, at versus and versus respectively. Home décor and pet supplies skew moderately female, while appliances remain broadly equal across genders.
Across nearly all categories, female shoppers in Italy report higher online purchase rates, suggesting broader category engagement overall. The share reporting no online purchases is minimal for both groups — of men and of women — confirming that online shopping is well established across the Italian population regardless of gender.
