With features designed exclusively for the benefit of older shoppers, names like Taobao and Tesco are making sure that every customer feels valued

With all the talk of millennials and Gen Z, it's easy for older people to get lost in the mix, resulting in a lack of spaces that cater to them. But now, certain retailers are meeting Baby Boomers and other older consumers halfway, tailoring activations and programs to their specific needs. With a strong emphasis on community, these brands are promoting age inclusivity.

Taobao  Chinese e-tailer Alibaba launched a senior-friendly ecommerce experience called Taobao For Elders. The site aims to streamline the buying process for over-60s with a peer-to-peer chat function, personalized recommendations and a “pay for me” option that customers can send to family and friends.

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