This article returns to the meanwhile classic question of which factors explain the adoption of gender quotas, but approaches the issue through the literature on electoral reform. It argues that the latter offers two new issues to be studied when it comes to the adoption of gender quotas. Firstly, the definition of the political-institutional and socioeconomic context in which gender quotas are adopted should be broadened, and international institutions, much focused upon in research on gender quotas, should be integrated in this definition of the context in which gender quotas get adopted, so as to facilitate comparative research. Secondly, research needs to approach actors striving for gender quotas more critically. This implies paying more attention to the women/feminist stakeholders involved in campaigns for gender quotas, as well as to their strategic motivations and possible self-interest.