Women's Consumer Network, is a small Washington, DC, company that offers discounts on financial services, health insurance, mortgages, office supplies, and other products. Now together with Microsoft, the network will offer cross-promotional deals for women.

Another women's site, iVillage met with success this month when it went for the initial public offering. Also, last month, Microsoft consolidated contents from MSN and Women.com networks to create WomenCentral, mainly to satisfy Internet advertisers' demand for more targeted audiences. The logic behind such tie-ups and deals is that women are making most of the buying decisions, so they are important. For instance, Women's Consumer Network hasdecided to offer a rotating menu of exclusive deals for MSN viewers, according to Reuters.

And why not? For a recent study has shown that women are about 44 per cent of the people on the Internet and are the fastest-growing category of users in the international scene. Women are particularly desirable because they are the primary consumers in about 85 per cent of US households and tend to be loyal customers. Women.com, iVillage.com, Oprah.com, Oxygen.com, Electra.com, Momsonline.com, and the list goes on. American market has tapped women's potential on the Net. But what about India?

Says Balachandran Unni, incharge, shopping on the Net, Rediff: ``We have dedicated personal care products for women. The range includes aroma therapy and Nivea products.'' On whether Rediff is planning to offer something more for women, Unni says yes. He adds: ``We are working on expanding the product range for women. Within a month, we'll have a wider variety of books, music, gifts and personal care items.''

Talking aboutonline shopping, Unni says that India will take some time to reach the US statistics of 44 per cent of women on the Net. Right now the men-women ratio on the Net is roughly 85:15 in India. Although the present trend in India is quite different from that in the West, there's hope, says Unni. He elaborates: ``Just two years ago, the international men-women Net ratio was 90:10.'' So, women in India too can be more visible on the Net, he says.

What then is the problem in India now? Replies Unni: ``The problem is that of lack of connectivity. As soon as connectivity improves, the trend may change.''

Research firm eMarketer gives out some figures, which indicate that change is happening rather fast. As against 44 per cent of women web users today, by the year 2002 women are projected to comprise 51 per cent of all Internet users. But, according to the research firm, though women account for about 70 per cent of all traditional shoppers, only about 30 per cent are online buyers. However, it's quite clear thatwomen are going to be in the forefront of e-commerce soon.

But around the world, getting hooked to the Net has been a problem for many. Despite access and connectivity, say experts, a lot of women stop themselves from going online because they imagine a huge learning curve they don't have time for.

Agreeing with that view, Amit Jain, one of the consultants with The Haat (a leading online shopping joint of India), says: ``Most people find computers complicated, out of which many are women.'' He says that only when web TV comes, the presence of women buyers will increase on the Net. He adds: ``Only then will we think of having something dedicated for women.'' Going by the present trend, women constitute about 10-15 per cent of the total, he says.

Probably with better connectivity and some initiative from women, India will go the international way. It's going to take time, but Internet will certainly turn out to be a friendly medium for shoppers - mainly women.