Did you know that around 35 million online shoppers in the United States are aged 65 and above? That’s about 13% of the online shopping population, and if you’re not thinking about how to cater to this group, you could be leaving a huge opportunity on the table.
Depending on what you sell, there’s a good chance many of your customers are seniors. This group often looks for products that fit their specific needs—think health and wellness items like medical devices, vitamins, ergonomic furniture, or home safety gadgets.
They’re also drawn to comfortable clothing, footwear, and wearable tech that simplifies their lives. If any of this sounds like your inventory, making your online store elderly-friendly can make a world of difference—not just for your customers but for your sales too.
Now, let’s talk about how you can create an online shopping experience that feels tailor-made for seniors. Step one is all about simplicity—clear, clean, and easy to use.
Imagine walking into a clutter-free, well-organized store where everything is easy to find and read. That’s what your website or app should feel like.
Brands like Warby Parker do this exceptionally well with their streamlined navigation and clean design, ensuring their site is intuitive for users of all ages. Apple, with its minimalist layouts and large, clear icons, has long been the gold standard for user-friendly design.
And speaking of ease, consider integrating voice search. Picture a senior shopper saying, "Find orthopedic shoes," instead of typing it out. Tools like Amazon’s Alexa or Google Shopping’s voice commands make this a breeze.
For someone who struggles with small keyboards or navigating menus, this feature isn’t just convenient—it’s empowering. It’s the digital equivalent of having an attentive assistant ready to help at a moment’s notice.
Don’t forget to address vision challenges. Adjustable font sizes and high-contrast modes are simple tweaks that can make your site much more accessible. AARP’s website does this beautifully by allowing users to customize text size and contrast for a more comfortable experience.
Similarly, Best Buy includes these features, ensuring customers with vision difficulties can navigate their site with ease. Imagine your store being just as welcoming, where seniors feel the site is designed specifically for them.
Shopping online can be overwhelming, so why not guide your customers step by step? Tutorials, chatbots, or even live customer support can act like a friendly salesperson in a physical store.
Nordstrom’s online chat and virtual styling sessions are excellent examples of offering a personalized concierge-like service, helping seniors feel supported throughout their shopping journey.
When it comes to checkout, less is more. Seniors value simplicity, so minimize the steps required to complete a purchase. Offer guest checkout and multiple payment options, including phone-assisted payments.
Target’s seamless checkout process, which includes options like PayPal and Apple Pay, provides the kind of hassle-free experience seniors appreciate. It’s like offering an express lane at the grocery store—quick and hassle-free.
Larger product images and detailed descriptions are another must. Seniors often appreciate the ability to zoom in on product details or watch a video showing how something works.
IKEA’s online store, with its zoom-in feature and 360-degree product views, provides a great example. This feature lets customers examine products closely in-store, making it easier for them to decide.
Recurring purchases like medications or household essentials can be streamlined with reorder or subscription options. Amazon’s Subscribe & Save is a prime example of how this can be done well.
It’s like setting up an automatic coffee delivery—once it’s done, they never have to think about it again. This convenience can make you their go-to store.
Security is also a big deal for seniors. Many worry about online scams, so displaying security badges, offering secure payment options, and being transparent about how you protect their data can build trust.
Shopify stores, for example, often showcase SSL certificates and trust badges prominently, helping customers feel confident about their purchases. It’s like having a “safe neighborhood” sticker on your shop window—reassuring and comforting.
Since many seniors shop on tablets or smartphones, ensure your site works flawlessly on mobile. Fast load times, touch-friendly buttons, and an overall seamless experience are critical.
Think of the smooth, responsive design of websites like Chewy, which caters to pet owners but offers a mobile experience that’s perfect for senior users navigating on the go. Your site should feel like a smooth highway, not a bumpy back road.
And when something goes wrong? Seniors often prefer speaking to a real person. Round-the-clock customer support through phone, live chat, or email can make them feel valued.
Zappos, known for its exceptional customer service, is a great example. Their 24/7 helpline ensures that shoppers always have someone to assist them, creating a sense of trust and reliability.
Finally, why not use AI to offer personalized suggestions? If a customer regularly buys vitamins, suggest a subscription plan or complementary health products. Amazon excels at this with its recommendation engine, which feels as thoughtful as a local pharmacist who remembers your name and always recommends what’s best for you.
When you adapt your store to be more accessible for seniors, you’re doing more than just addressing a growing market—you’re showing that your brand genuinely cares about its customers. Accessibility is about creating connections and building loyalty that goes far beyond a single purchase.
I hope these tips inspire you to create a store that feels like home for elderly shoppers—welcoming, intuitive, and designed with care. Remember, small changes can lead to big rewards both for your customers and your business. The effort you put in today will help you build something truly meaningful and lasting.