Silver wolves in shopping. Large increase in e-buyers aged 65+

The Shoper platform reported a 76 percent increase in the number of seniors present in e-commerce stores, which also translated into a higher number and value of transactions. Is the time of "silver wolves" in e-commerce, heralded by experts, just coming?

The number of Internet users over the age of 65 is increasing - according to a 2017 CBOS report, this was already 23 percent of the oldest Poles. They find forums, events, new friends and their own media of interest online. They are also increasingly shopping. Shoper data shows that e-commerce traffic in this age group has increased by as much as 76 percent in a year.

What are seniors buying?

Seniors are most likely to choose products from the "home and garden" and "consumer electronics" categories. They spent the most on items from these industries - ahead of the more numerous pre-retirement group (55-64 years old). Online delicatessens and stores in the "health and beauty" category also saw a large increase in interest among seniors.

Price is no longer the main factor in the success of an e-shop, its place has been taken by the convenience of shopping. To increase sales among seniors, a clear website, simple navigation and easy checkout are important. As studies show, the 65+ group abandons purchases faster compared to the 55+ group. This can be influenced by the inadequate adaptation of websites to older users, e.g. by the inability to change the font to a larger size or color contrast. Interest in a store's offerings requires a different approach to promotions as well. Advertisements aimed at teenagers often emphasize rebelliousness, attention to appearance, which will not at all interest a much older audience, to whom family values and security are more appealing," says Jacek Zientkiewicz Brand Manager of the Shoper platform.

Silver wolves on the hunt online

Seniors reach the Shoper platform's e-commerce sites primarily through Google. As much as ⅔ of their traffic comes from organic searches and AdWords. Redirection from social media is also beginning to increase - the "new" seniors have already had a chance to meet and use them, which translates into 132 percent year-on-year increases in traffic from this channel. The biggest growth was recorded by aggregators such as ceneo.pl, skąpiec.pl, from which traffic increased by nearly 200 percent.

More transactions and revenue

More traffic was also felt in the 41 percent increase in transactions, which averaged 32 percent in the other age groups. The value of purchases that seniors made was ⅓ higher compared to last year. The same was true in the pre-retirement group (55-64 years old). Among younger users, the increase was between 2 and 24 percent. Seniors spend more time on websites than other groups. They look for very detailed product descriptions, wanting to be sure of a good purchase.