Baby boomers become a strong driving force for cross-border e-commerce, and shopping experience becomes the focus

An international study found that baby boomers are increasingly buying goods from international e-commerce websites, gradually becoming a powerful driving force for cross-border e-commerce, but their purchasing preferences are very different from those of younger consumers.

According to Global Voices 2021: Cross Border Shopper Insights from eShopWorld (ESW), unlike Generation Z, Baby Boomers may prioritize the latest “Buy Now, Pay Later” payment methods.

When shopping on cross-border e-commerce platforms, baby boomers are more influenced by the shopping experience, such as using local language and currency and having clear refund policies.

Tommy Kelly, CEO of ESW, explained: “Our data shows that baby boomers are engaging with international e-commerce at a higher level than ever before, but they do not value the cross-border shopping experience to the same degree as younger generations.

He continued : “Shoppers in the 57 to 75 age group are naturally drawn to online marketplaces. Older shoppers also don’t care as much about customer reviews as Gen Z and Millennials do, and they prioritize low costs and clear refund policies.”

Among baby boomers surveyed, 42% said lower costs were a major factor in shopping cross-border, compared with 32% of younger demographics. Only 27% of shoppers, both baby boomers and those aged 40 and under, said satisfaction with previous shopping experiences was a major issue.

Half of Baby Boomers (9%) and Gen Zers (18%) say they are influenced by recommendations or positive reviews when buying from international brands online. Some 29% of Baby Boomers believe a clear refund policy is important when buying online from international merchants, compared to 24% of Gen Zers and Millennials.

When shopping cross-border, 43% of baby boomers say they prefer information displayed on websites in their native language (compared to 31% of shoppers 40 and younger), and 39% prefer prices displayed in their native currency, compared to 31% of younger adults.

Baby boomers are also the most likely to purchase with a credit or debit card, with 65% of global e-commerce shoppers aged 57 to 75 using a credit or debit card for cross-border purchases. Only 3% of baby boomers have used BNPL, compared to 12% of those aged 40 and under.

Therefore, sellers should be aware of these generational differences and provide baby boomers with cross-border e-commerce experiences that meet their specific preferences and needs. This will ensure that brands can create lasting, fruitful relationships and attract more consumers.

Baby boom

E-commerce

Shopping Experience