In recognition of International Women’s Day today, new research from integrated commerce marketing firm Yotpo reveals that half (49.4 percent) of female eCommerce shoppers in the U.S. and UK prefer to buy from brands that are founded, led, or run by women—and are predisposed to do business with brands whose ads show women of various ethnicities (75.3 percent) and diverse body types (84.0 percent).
As expectations rise for brands to deliver products and experiences that demonstrate cultural awareness to current generations of shoppers, the firm is releasing its 2019 list of Amazing Women in eCommerce to recognize the women driving the success of many of today’s most popular brands. To foster future leadership, Yotpo donated $20,000 to Girls Inc., a global organization devoted to inspiring all girls to be strong, smart, and bold through direct service and advocacy.
Chosen from 1700+ nominations from the industry, Yotpo’s 2nd annual list includes startup founders like Cassie Abel of Wild Rye, which designs technical outdoor apparel tailored to women, and Alix Peabody of Bev, a canned rosé, redefining alcoholic beverages for underserved female consumers.
The group also includes honorees from established brands, including JuE Wong, CEO of Moroccanoil; Stacey Berman, Head of Commerce at Tory Burch; and Ekta Chopra, VP of Tech & eCommerce, e.l.f. Cosmetics. They are joined by leaders from eCommerce technology innovators, such as Kristyn Levine of Salesforce, Angela Johnson of VaynerMedia, and Dana Testa of Magento, an Adobe company.
“Yotpo conceived ‘Amazing Women in eCommerce’ to recognize the vital role women play in evolving how brands serve consumers, who, in turn, prefer to engage with brands that recognize their distinct needs and are as progressive as they are,” said Talia Shani, marketing director at Yotpo, in a news release. “We are beyond thrilled at how the industry has rallied to support this effort and hope it promotes environments that nurture and champion female empowerment, contribution, and innovation.”