E-commerce has become one of the main allies for consumers when acquiring Christmas gifts, and Baby Boomers, the generation born between 1946 and 1964, have shown increasing interest in online shopping.
The ‘Generations’ study, conducted by Croma Consultancy, part of the Croma Group, reveals that this generation intends to reduce in-store purchases and increase online shopping, provided it is secure. Currently, 44% of the group have the habit of researching and buying online. There is an expectation that this figure will rise to 59% in the coming years.
The study also reveals that 55% of respondents make purchases based on suggestions from their browsing history, while 46% are influenced by social media. The results prove that directing investments toward digital expansion is a winning strategy for companies year-end to attract new customers and ensure additional revenue.
“Baby Boomer consumers are increasingly adapting to the digital environment, driven by the convenience and trust in e-commerce platforms. This segment, which values quality service and transparency, has become one of the most significant growth areas in online shopping, particularly in categories related to health, leisure, and technology“, says Edmar Bulla, founder of Croma Group.
Additionally, their familiarity with the virtual environment has expanded to the financial sector. The study ‘The Future of Brazilians’ Relationship with Money and Finances,’ also produced by Croma Consultancy, shows that 68% of Baby Boomers believe in the effectiveness of digital payments for reducing expenses. Among the main items financed by this group are smartphones (39%) and household appliances (31%).
The continuous development of online tools that cater to the specific usability demands of older adults has led the 4.0 Revolution to directly impact how they handle daily recurring activities. By providing greater security and accessibility for users, e-commerce strengthens the relationship with consumers.
“Building a secure and intuitive digital environment for society, especially for Baby Boomers in online shopping, is essential to strengthening trust and purchasing power in this group. This involves not only robust anti-fraud technologies but also a more user-friendly browsing experience with clear communication and customer service that makes them feel valued and supported throughout the purchasing journey“, Bulla emphasizes.
