F. Watty
Research Expert E-commerce
To successfully engage this public, it is crucial to understand that older consumers often demonstrate greater brand loyalty and clear preferences for specific types of products, making them an audience with unique expectations and potential for long-term retention. At the same time, seniors are starting to explore new technologies that will shape the future of online shopping. At almost 13 percent, Baby Boomers and older adults are especially drawn to practical tools, like personalized promotions or deals. While other interests in more advanced features, such as voice-activated assistants or chatbots remain low, it still suggests a cautious curiosity.
While older consumers may not be the most active demographic in terms of online shopping behavior today, their significant buying power and evolving digital confidence make them an essential focus for retailers. Their preference for simplicity and practical value over flashy innovations highlights the importance of personalized offers and streamlined experiences. As their digital familiarity grows, so will their openness to more advanced e-commerce features. Retailers who recognize this balance between tradition and innovation will be best positioned to engage and retain this segment in the long run.
Detailed statistics
Global estimated population 2024-2030, by generation
Detailed statistics
Global estimated spending 2024-2030, by generation
Detailed statistics
Shopping channel preference in the UK 2023, by generation
Frequency of elderly consumers shopping online in Japan 2024
Frequency of senior consumers shopping online in Japan as of February 2024
Online shopping market retail sales volume in China 2015-2024
Retail sales volume of China's online shopping market from 2015 to 2024 (in trillion yuan)
Popular product categories on online marketplaces among Baby Boomers Australia 2024
Leading product categories purchased on online marketplaces among Baby Boomer shoppers in Australia in 2024
Online sales revenue during selected holidays in Brazil 2024
Sales revenue generated by online shopping on selected days in Brazil in 2024 (in billion Brazilian reals)
Online baby and children's goods sales in South Korea 2015-2024
Transaction value of online baby and children's goods sales in South Korea from 2015 to 2024 (in billion South Korean won)
Frequency of online non-grocery shopping among consumers Australia 2025
Frequency of online non-grocery shopping among consumers in Australia in the 12 months to July 2025
Frequency of online grocery shopping among consumers Australia 2025
Frequency of online grocery shopping among consumers in Australia in the 12 months to July 2025
Frequency of online shopping in Japan 2025
Frequency of shopping online in Japan as of June 2025
Frequency of online grocery shopping among consumers New Zealand 2025
Frequency of online grocery shopping among consumers in New Zealand in the 12 months to July 2025
Reasons for using chatbots and AI tools when shopping online in Poland 2025
Reasons for using chatbots and AI tools when shopping online in Poland in 2025
Most common problems when shopping online in Poland 2023-2025
Most common problems when shopping online in Poland from 2023 to 2025
Consumer opinion towards online shopping in India 2023, by generation
Consumer opinion towards online shopping in India in 2023, by generation
Per person online shopping mall spending among active seniors South Korea 2022-2024
Per person online general shopping mall spending among active seniors in South Korea in 2022 and 2024
Experiences with chatbots and AI assistants during online shopping in Poland 2025
Evaluation of experiences with chatbots and AI assistants during online shopping in Poland in 2025
AI tools used during online shopping in Poland 2025
AI tools used during online shopping in Poland in 2025
Share of consumers using chatbots and AI tools when shopping online in Poland 2025
Share of consumers using chatbots and AI tools when shopping online in Poland in 2025
Parcel vending machines chosen most often when shopping online in Poland 2024-2025
Parcel vending machines chosen most often when shopping online in Poland from 2024 to 2025
Average monthly spending on online shopping in Poland 2023-2025
Average monthly spending on online shopping in Poland from 2023 to 2025 (in zloty)
Forms of goods delivery to motivate online shopping in Poland 2025
Forms of goods delivery to motivate online shopping in Poland in 2025
Average monthly spending on online shopping in Poland 2023-2025, by product category
Average monthly spending on online shopping in Poland from 2023 to 2025, by product category (in zloty)
Penetration rate of online shopping in China 2014-2024
Penetration rate of online shopping in China from 2014 to 2024
E-commerce penetration ratio in households in Japan 2015-2024
Share of households shopping online in Japan from 2015 to 2024
E-commerce holiday season revenue in the U.S. 2020-2024, by shopping day
Holiday season retail e-commerce revenue in the United States from 2020 to 2024, by online shopping day (in billion U.S. dollars)
Online shopping activities among internet users in Israel Q3 2024, by type
Share of people who engaged in weekly e-commerce activities in Israel in the 3rd quarter of 2024, by type of activity
Online spending on goods by Baby Boomer shoppers Australia 2023, by category
Total online spending on goods among Baby Boomer shoppers in Australia in 2023, by category (in billion Australian dollars)
Share of livestreaming e-commerce in online shopping China 2017-2024
Proportion of livestreaming e-commerce's GMV in online shopping in China from 2017 to 2024
Return rate of online retail shopping in selected countries 2019-2023
Return rate of online retail shopping in selected countries in 2019 and 2023
Monthly number of e-commerce card payments, credit or debit, in the UK 2017-2025
Number of online shopping transactions involving payment cards in the United Kingdom (UK) from December 2017 to May 2025 (in millions)
Monthly number of e-commerce credit card payments in the UK 2018-2025
Number of online shopping transactions involving credit cards in the United Kingdom (UK) from February 2018 to May 2025 (in millions)
Average online shopping cart value in Turkey 2024, by category
Average value of online shopping cart in Turkey in 2024, by product category (in Turkish lira)
Negative aspects of online shopping according to buyers in Spain 2024
Negative aspects of online shopping according to buyers in Spain in 2024
Share of mobile users shopping online on PCs in Japan 2015-2024
Share of mobile phone owners shopping online on personal computers in Japan from 2015 to 2024
Motivating factors for shopping online in Poland 2023-2025
Consumer online shopping motivation factors in Poland from 2023 to 2025
Frequency of online shopping in Mexico 2024
Frequency of online shopping in Mexico in 2024
Weekly online shopping activity UAE 2024
Weekly online shopping activity in the United Arab Emirates as of 3rd quarter 2024
Elderly consumers' common online shopping habits in Japan 2023, by age
Most common online shopping habits of senior consumers in Japan as of December 2023, by age group
Share of weekly online shopping activities in Ghana Q3 2024, by type
Share of weekly online shopping activities in Ghana in 3rd quarter 2024, by type
Weekly online shopping activities in Portugal Q3 2024
Weekly online shopping activities in Portugal in 3rd quarter 2024
Share of major e-commerce platforms in 618 shopping festival online GMV China 2025
Share of main online shopping platforms in the online gross merchandise volume during China's mid-year shopping festival* in 2025
Leading online retailers based on market share Taiwan 2024
Market share of online shopping industry in Taiwan in 2024, by e-commerce platform
Mothers and fathers on statements about online shopping in the United States 2025
Share of mothers and fathers living with children in the United States agreeing to statements about online shopping as of 2025
Preferred online retailers in Japan 2025
Most popular e-commerce marketplaces in Japan as of May 2025
Leading cross-border online shopping product categories 2024
Most popular cross-border online shopping product categories worldwide in 2024
Most common problems when shopping online via a mobile device in Poland 2024-2025
Most common problems when shopping online via a mobile device in Poland from 2024 to 2025
Main reasons for abandoning an online shopping site in Mexico 2024
Leading reasons for abandoning an online shopping site in Mexico in 2024
Annual growth of online shopping market GMV in China 2014-2024
Annual growth in gross merchandise volume (GMV) of the online shopping market in China from 2014 to 2024
Share of people shopping online in Czechia 2015-2024
Share of people shopping online in Czechia from 2015 to 2024
Frequency of shopping online in Poland 2018-2025
Frequency of shopping online in Poland from 2018 to 2025
Categories most often used for online shopping in Poland 2025
Most popular purchasing categories used for online shopping in Poland in 2025
U.S. platforms used for online shopping inspiration or research 2024, by age group
Platforms used by online shoppers in the United States for online shopping inspiration or research as of September 2024, by age group
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