Theoretical Approaches for the Stratification of Older Online Buyers

Online shopping has become an important part of the socioeconomic life of Russia and other countries in the world. However, research shows that older-aged people participate less in online shopping than younger-aged individuals. This inequality has very important implications for the development of modern societies. Therefore, this article examines various approaches for explaining the social stratification of older people in online shopping in Russia. It is revealed that there are two main reasons for the unequal participation of older buyers in online shopping. The first reason is due to their unequal knowledge of online/IT products and services, while the second reason is due to the current construction of online infrastructure. As Russia moves towards a digital society, it becomes more important to address these challenges and ensure that older people are full participants of society. This article provides a vital resource for businesses hoping to attract older consumers and policymakers working to reduce social inequality.

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