Men (48%) and women (45%) shop online two to three times weekly at similar rates.

A new survey reveals how men and women will shop online in 2025.

AI-powered marketing platform Wunderkind’s new Consumer Insights Report 2025 found that a notable 33% of men plan to increase their online shopping activity in 2025, compared to only 26% of women. Thirteen percent of women say they are more likely to reduce their online shopping in the year ahead, but only 7% of men say they will do so. Further driving this uptick in online shopping are younger generations, with 32% of millennials and 31% of Gen Z poised to shop more online in the new year.

Men (48%) and women (45%) shop online two to three times weekly at similar rates. Nearly two-thirds (65%) of consumers primarily shop for themselves, with Gen Z (72%), millennials (67%) and men (69%) doing so the most, compared to 62% of women.

While fashion remains a top product category for e-commerce across the board with 60% of consumers purchasing clothes online, nearly half of men (49%) over-index specifically on electronics, compared to only 17% for women. Online marketplaces like Amazon and Temu are the top source of online shopping with 53% of all consumers, and their preference is particularly strong among men at 56%. Big-box retailers like Walmart and Target resonate more with women at 40%. 

[READ MORE: Survey: Shoppers like Temu’s discounts, but trust Amazon]