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Customer Discrimination in the Workplace: Evidence from Online Sales

Author

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  • Erin Kelley
  • Gregory Lane
  • Matthew Pecenco
  • Edward Rubin

Abstract

Many workers are evaluated on their ability to engage with customers. We measure the impact of gender-based customer discrimination on the productivity of online sales agents in sub-Saharan Africa. Using a novel framework that randomly varies the gender of names presented to customers without changing worker behavior, we find that the assignment of a female-sounding name leads to 50% fewer purchases. Customers also lag in responding, are less expressive, and avoid discussing purchases. We show similar results for customers around the world and across workers. Removing customer bias, we find that women would be more productive than their male coworkers.

Suggested Citation

  • Erin Kelley & Gregory Lane & Matthew Pecenco & Edward Rubin, 2026. "Customer Discrimination in the Workplace: Evidence from Online Sales," Journal of Labor Economics, University of Chicago Press, vol. 44(3), pages 855-889.
    • Handle: RePEc:ucp:jlabec:doi:10.1086/733049
    DOI: 10.1086/733049
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