Xin Ou
Research expert covering Greater China
Senior online shopping behavior - statistics & facts
‘Millennial’ and ‘Generation Z’ are two of the biggest buzzwords in e-commerce. Everyone wants to know what the younger generations want, how they want to be treated as consumers, and which devices and channels they use. Although one could argue that younger consumers are trendsetters and thus highly influential in retail, there is one simple fact that retailers cannot get around – more than half of all wealth in the United States is held by Baby Boomers and the Silent Generation. Older generations have the most capital to spend, making them a primary target group for online retailers. As such, their online shopping behavior is a crucial topic in B2C e-commerce research.
E-commerce usage of senior adults
Older consumers are generally less active on the internet than younger consumers, especially when it comes to the usage of social media platforms as a channel for purchases. For instance, globally, just a little over 10 percent of Baby Boomers and older seniors have used social media to buy products in 2024. This was a low share compared to other generations, mainly Gen Z, where over 50 percent have used some kind of social platform with this intent. In addition, a recent global survey revealed that Boomers are still more cautious with various forms of social media usage, not only with purchases. When compared to the younger generations, even the use of customer services online is much lower, with the Boomers standing at around 10 percent. However, the online shopping activity of seniors has been increasing over the years, with 88 percent of Baby Boomers purchasing products online in the United States, and 20 percent frequently engaging in live shopping events on social media worldwide in 2024, indicating a growing comfort with e-commerce.Bridging tradition and innovation
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.
