Older Online Shoppers

July 2019

When you think of online shopping, you probably don’t imagine customers aged 60 and older. But maybe you should.

According to a study carried out by the Institute for Commercial Research (IFH) in Cologne for an annual report of the German Retailers Association HDE, more and more people in this age group are shopping on the Internet – the percentage of those who did so jumped remarkably from 11 to 34.5 in 2018.

By contrast, the percentage of online shoppers in the age bracket 30 to 59 has stagnated. For that reason, HDE CEO Stephan Tromp recommends targeting products particularly at older online shoppers. Among the products typically purchased by that group are food and cosmetics.

Roughly 10% of Germany’s €527 billion retail trade was done online.

 © Pixabay/Steve Buissinne

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