How do the oldest generations perceive online sales? eCommerce news no. 66

The eCommerce market is constantly changing. Brands surprise with new business models from time to time, and every day new social groups join the ranks of online store customers. These changes positively translate into the growth of online commerce, as confirmed by the latest statistics from the Central Statistical Office. However, to ensure that your online business grows dynamically, it's worth staying up to date with the latest information, monitoring competitors' actions, and tracking industry indicators. For this purpose, as always every two weeks, we encourage you to read Advox's Prasówka. We invite you to familiarise yourself with its 66th edition!

Silvers generation in online shopping - SilversTech Navigators report

The Silvers Generation, people over 50, are increasingly making their presence felt online. They actively use smartphones, mobile banking, and online shopping. What experiences does this customer group expect and how to tailor the sales process to them? This is precisely what the company Efigence investigated, presenting the results in the "SilversTech Navigators" report. According to the publication:

• Silvers Generation individuals spend the most time in front of mobile device screens for 1-2 hours per day.
• A significant majority of Silvers, 77%, use social media.
• Over 60% of people aged 50+ shop online using a computer.
• The biggest difficulty during shopping is the payment finalisation issue.
• The most chosen payment method among Silvers is BLIK.

Running an online store, it's essential to meet the expectations of this group and provide them with a comfortable and intuitive shopping environment. It's worth starting with optimising the website for digital accessibility and security. It's also crucial to ensure a clear layout of the website and a simple purchasing process, minimising the number of steps required to complete transactions. This is particularly important because, according to the Central Statistical Office data, by 2050, people over 50 may constitute nearly half of the Polish population

Does your store meet the needs of all generations? Read the full report here.

The beginning of the year with growing eCommerce sales results

Many indicators suggest that eCommerce is facing another development-oriented year. According to the Central Statistical Office research, in January 2024, the value of retail sales (at current prices) was 11% higher than in January 2023.

Polish consumers most often opt for products from the "textiles, clothing, and footwear" category - the share of sales of these products in the market increased from 21.5% to 27.2%. Equally high results were achieved by products from the "press and books" category, which increased their share from 22.9% to 26.3%.

What factors contribute to the growing popularity of online shopping in 2024? According to experts, the increased interest in this form of shopping is influenced by:

• optimistic societal sentiments related to decreasing inflation,
• growing consumption rate among households,
• increasing popularity of cross-border commerce, i.e., international online sales,
• attractive and convenient payment, delivery, and return methods.

How do you assess the first months of 2024 in e-commerce? More reports from the Polish industry can be found under this link.

Circular fashion = a new way for online business?

Are you wondering if there is still room for new approaches to sales in eCommerce? Considering the continuous technological advancements, we will undoubtedly observe many (more or less successful) business ideas in the coming years. An inspiring collaboration that can already be observed is the partnership between the logistics company DHL and the brand Refluant, focusing on circular fashion. What exactly is this idea about?

Refluant is a platform specializing in the sale of second-hand clothing. Clothes and accessories collected in customers' closets (whose total value is currently estimated at over 2 trillion dollars!) are acquired and then resold to other online stores. Depending on the value of the products sold, Refluant offers two types of services - Concierge for luxury brands and Take Back for every fashion brand. This way, clothes can gain a second life and "re-enter circulation," in line with environmental care and sustainable business practices.

Refluant's previous challenge was the inefficient logistics process, which hindered the brand's further development. Thanks to the partnership with DHL, a solution has been created that not only efficiently manages deliveries but also the return system, significantly simplifying the sales process.

You can learn more about Refluant's business model here. What do you think about such a form of online sales?