Baby boomers turn to global e-com with different expectations: study

12 Mar '21

3 min read

Pic: Shutterstock

Global e-commerce shoppers who are baby boomers have different expectations than younger groups when purchasing online from international brands, according to ‘Global Voices 2021: Cross-Border Shopper Insights’, a new global survey from eShopWorld (ESW), a cross-border e-commerce company. Clothing is the top category for boomers purchasing cross-border.

Among respondents ages 57–75 who had made a purchase from an international e-commerce site over the past six months, 72 per cent said they had shopped for clothing, versus 91 per cent of shoppers ages 40 and under, making it the most popular product category among both groups.

Boomers are more concerned about having information presented in their local language and currency.

Unlike Gen Zers, who might prioritize the latest buy now, pay later payment options when shopping online internationally, baby boomers tend to look for fundamental best practices like the use of local language and currency and clear refund policies, ESW said in a press release.

“Our data show that baby boomers are participating in international e-commerce more than ever, but that they value different aspects of the cross-border shopping experience than their younger counterparts do,” said ESW chief executive officer Tommy Kelly.

When shopping cross-border, 43 per cent of boomers said they prefer websites to present information in their own local language (versus 31 per cent of shoppers 40 and under) and 39 per cent prefer to be shown prices in their own local currency (versus 31 per cent of younger shoppers).

Baby boomers are most comfortable shopping via credit or debit card. Some 65 per cent of global e-commerce shoppers ages 57-75 have used credit or debit cards to make cross-border purchases. Only 3 per cent of boomers have taken advantage of buy now, pay later options, versus 12 per cent of shoppers ages 40 and under.

Shoppers in the 57-75 age group prioritise lower cost over satisfaction with a past online experience. Some 42 per cent of boomers surveyed said lower cost is a primary factor when shopping cross-border, versus just 32 per cent of those in younger age groups. Only 27 per cent of shoppers in both the boomer and 40-and-under age groups said that satisfaction with a previous shopping experience was a major concern.

Boomers are less inclined to trust positive ratings. Only half as many boomers (9 per cent) as younger shoppers (18 per cent) said they are swayed by referrals or positive ratings when shopping online from international brands.

Fibre2Fashion News Desk (DS)

More E-commerce News - United States Of America...