When it comes to ecommerce categories like grooming and fashion, the women’s market has long been the focus of marketers. And who can blame them. Women historically make upwards of 80% of the purchase decisions in the home, they’re statistically more active online, and tend to maintain longer session times on websites. Plus, they’re natural ‘window shoppers’ — in the physical and virtual world.
That said, in the past year, the men’s ecommerce market has seen more than a half dozen ecommerce launches, including Mr. Porter, Birchbox Man, and Dollar Shave Club. Here are the six major trends driving this growth.