E-commerce has become one of the consumer's main allies when purchasing Christmas gifts and Baby Boomers, the generation born between 1946 and 1964, have shown an increasing interest in e-commerce.
The Generation study, conducted by Croma Consulting, part of the Croma Group, reveals that this generation intends to reduce in-store purchases and increase online shopping, as long as it is secure. Currently, 44% of the group have the habit of researching and shopping online. There is an expectation that the index will grow to 59% in the coming years.
The study also reveals that 55% of respondents make purchases based on suggestions derived from browsing history on websites; another 46% on social media. The results show that directing investments toward digital expansion is a sure strategy for companies at the end of the year, in order to attract new customers and secure new revenues.
“The baby boomer consumer is increasingly adapting to the digital environment, driven by convenience and trust in e-commerce platforms. This audience, which values quality service and transparency, has proven to be one of the most significant growth segments in online shopping, especially in categories related to health, leisure, and technology.”, says Edmar Bulla, founder of the Croma Group.
Furthermore, the proximity to the virtual environment has expanded into the financial sector. The study "The future of Brazilians' relationship with money and finances," also produced by Croma Consulting, shows that 68% of baby boomers believe in the effectiveness of digital payments for cost reduction. Among the main goods financed by the group are smartphones (39%) and appliances (31%).
The continuous development of online tools, which address the specific usability needs of the elderly, causes the 4.0 Revolution to directly impact the way these individuals handle daily recurring activities. By providing greater security and accessibility for users, e-commerce strengthens the relationship with consumers.
“Building a safe and intuitive digital environment for society, especially for baby boomers in online shopping, is essential to strengthen the confidence and purchasing power of this group. This involves not only robust fraud prevention technologies but also a more user-friendly navigation, with clear communication and support that makes them feel valued and protected throughout the purchasing journey.”, Bulla emphasizes.
