In the last two years, we have observed an increased development of online trade in Poland. According to the estimates of accountancy and tax firm PwC, its value exceeded the barrier of PLN 100 billion last year¹. And although up until now, this sales channel has been associated with a younger, more technologically advanced customer, it turns out that the 55+ generation contributes heavily to the strong increase in online trade. In recent years, this group of e-customers has seen the relatively largest growth, and currently accounts for nearly 30% of all e-customers.² This in part is fueled by a demographic shift taking place in Poland. According to the forecasts of the Central Statistical Office³, already in 2025 nearly half of Poles will be over 45 years old.

Moreover, the more mature generations are no longer afraid of the Internet. They are open to new solutions, but they also have specific expectations. Therefore, brands operating on the Internet need to adapt to the expectations of this particular group of buyers.

When directing your offer to a customer in this age group, first, make the purchase experience as intuitive as possible. Consider the accessibility of your online store and your promotions on multiple devices, including mobile ones. Smartphones and tablets are responsible for more than half of the traffic in the global network!⁴ Moreover, modern smartphones and tablets are much more intuitive, which makes online shopping much easier.

Secondly, remove all possible barriers to the finalization of the transaction, starting with the possibility of making a purchase without creating an account. Another option would be to logging in using an e-mail address or social media account. It is equally important to offer several payment options, such as payment by card, BLIK, or fast electronic payments particularly popular in Poland, chosen by almost every third customer⁵.

Buyers in this age demographic are particularly sensitive to the security of their data and data leakage can effectively ruin the reputation of even the most popular store. There are several ways to take care of data security. First, only collect the information that is actually necessary to make the purchase. After completing the transaction, you can delete the data you no longer need. Secondly, sensitive data should be additionally encrypted. Some operating systems include pre-installed hard disk encryption utilities. There are also many data encryption programs, some of which are free. Last but not least, take care of the basic security rules, such as changing passwords regularly and keeping your internet connection safety tools up-to-date.

A wall of text in small print on your website may discourage not only 55+ customers. Instead of extensive descriptions, consider adding animations or instructional videos. As a result, your customers will learn the necessary information faster and easier. Moreover, when your customers view and listen to the content on your website, they generate engagement and stay on the website longer. This, in turn, translates directly into the improvement of your ranking in any search results. However, pay attention to the length of the content presented, as users in this group like it rather short.

It's worth remembering that the 55+ generation is used to face-to-face customer service, so for many customers in this group, online service might still be a novel concept. To ensure their comfort, make sure the purchasing process has a human feel to it. For example, have a live chat tool available on the website, or share a simple notification of the expected delivery date of the purchase. You can also offer additional services, such as carrying heavy items into private homes or support with the at-home assembly of purchases. Any solution that will prevent the customer from feeling left in the hands of soulless technology will work here.

Nowadays, no e-business can afford to ignore the 55+ generation. The more so as clients in this group usually have greater purchasing power. Exacerbated by the pandemic, many of them have lost their fear of new technologies, and for many of them online shopping has become a new hobby. So go out and meet them!