Digital Adoption and E-Commerce in the Silver Economy

The chapter explores the growing significance of the silver economy, the economic ecosystem surrounding aging populations, and its intersection with digital adoption and e-commerce. As global demographics shift toward older age groups, this segment represents an untapped market with increasing purchasing power. It proposes a multidisciplinary strategic framework integrating management, economics, and behavioural science to help businesses and policymakers engage older adults effectively. It identifies key drivers and barriers of digital adoption among seniors, emphasizing that adoption is shaped less by technology itself and more by behavioural, psychological, and social factors. Issues like age-based stereotypes, discriminatory marketing, and a lack of digital literacy hinder engagement. Conversely, social support networks and trust-building through user-friendly interfaces can foster inclusion.