The Impact of Japan's Aging Population on the Online Shopping Behavior of the Elderly

あゆみ佐藤
Oct 27
3 min read

Japan’s Aging Population and the Current State of Senior E-Commerce

Japan is a super-aging society, with roughly 30% of its total population aged 65 and older—a phenomenon rarely seen elsewhere in the world. While this might initially seem like a concern for market shrinkage, in reality, it presents growth opportunities in the senior market and new avenues for online shopping.

Characteristics of Senior Consumers’ Online Shopping Behavior

According to the 2023 Communications Usage Survey by the Ministry of Internal Affairs and Communications, 93% of people in their 60s and 81% of those in their 70s use digital devices, with internet penetration rates of 90.2% for those in their 60s and 67% for those in their 70s. Usage drops significantly among those aged 80 and above, at only 13%, reflecting challenges such as operational difficulties and accidental orders.

Advancements in Senior-Oriented Services and Technologies

Improved Usability and Specialized Design
- Fujitsu’s “Rakuraku” Series: Smartphones and tablets in the “Rakuraku” line feature large buttons, easy-to-understand navigation, and voice guidance, significantly reducing anxiety among seniors. Many older adults use these devices to access Amazon, Rakuten, and other platforms.
- Amazon Senior Mode: In response to growing usage among those aged 60+, Amazon has optimized its interface with larger search bars, product images, and clearly visible purchase buttons. AI-based warnings prevent repeat accidental orders and consecutive high-value purchases.
Optimized Payment and Delivery Options
- Cash-Friendly Payment Methods: To accommodate seniors’ preference for cash, e-commerce platforms and online supermarkets offer cash-on-delivery, convenience store payments, and face-to-face cash transactions. Delivery personnel are also being trained specifically to assist older customers.
- Enhanced Delivery Controls: Features such as scheduled delivery and “no unattended delivery” options provide peace of mind. Services like concierge delivery and secure locker systems further address seniors’ desire for personal interaction.

Purchasing Trends and Categories Driving Growth

Boom in Health and Wellness Products
- Supplements and Health Foods: Platforms like Omniseven and Rakuten24 offer diverse health food options for seniors. Subscription services and online health consultations are increasingly popular.
- Medicines and Home Medical Devices: Products such as allergy medications, blood pressure monitors, and heating pads are consistently top sellers. Items for dementia prevention and home rehabilitation are also on the rise.
Expansion of Life Support Services
- Supermarkets: Online supermarkets operated by Aeon and others cater to shopping-vulnerable seniors, including those who have returned their driver’s licenses or live alone. Notifications via LINE, phone ordering, and delivery by familiar store staff help build trust.
- Housekeeping and Meal Delivery: Services like Oisix and Watami’s meal kits provide daily or weekly prepared meals. Integrated online management enables daily health monitoring, reducing loneliness and anxiety among older adults living alone.

Fraud Prevention, Dementia Measures, and Social Challenges

Consumer consultation statistics show that EC-related problems among seniors have increased fifteenfold over the past decade. Common issues include repeated orders and unnecessary high-cost subscription contracts. To address this, companies have adopted AI-based anomaly detection and family-linked options, such as order approval notifications. The Consumer Affairs Agency has also issued interface guidelines for senior users.

Enhancing User Experience: Innovative Approaches

Online Communities and Events
Fujitsu’s “Fujiclub” and senior-focused EC malls offer membership-based communities, exclusive products, and hobby classes. Live interactive shopping, Q&A sessions, and enhanced after-sales services help cultivate loyal users.
SNS and Video Customer Support
Seniors increasingly use LINE and family-shared SNS for information. EC platforms now offer LINE-based customer support and automated order notifications. Video and audio guidance for product use, which expanded rapidly during the COVID-19 pandemic, also supports visually or hearing-impaired users.

Adoption of Foreign Brands among Seniors

Foreign brands have strengthened senior-targeted initiatives, including Japanese-language support, culturally adapted packaging, and training for telephone or in-person staff. Starbucks expanded store payment options for seniors using smartphones, while ZARA introduced simplified product explanation pages for older customers.

The Future for Seniors: “Senior DX” and Sustainability

Health Management Apps Linked with E-Commerce: Smart speakers and wearable devices automatically collect health data and link it with online shopping for essential foods and medications.
Collaboration with Local Governments: Initiatives such as shopping assistance, regional point programs, and digital health notebooks combine social safety and e-commerce.
Empowerment and Employment: Seniors are increasingly running their own online shops, selling local specialties and handmade goods on C2C platforms like Rakuma and BASE.

ConclusionJapan’s aging population is not a barrier to e-commerce growth but rather a catalyst for innovation and enhanced user experiences. Tailored usability design, payment methods, delivery options, and comprehensive support systems that address the specific needs of seniors are key to sustaining market growth.

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