“银发经济”下老年电商的适老化转型

Aging-Friendly Transformation of Elderly E-Commerce in the Context of the “Silver Economy”

摘要: 随着我国人口老龄化加速，60岁以上老年人口超3.1亿，“银发网民”达到1.61亿，但老年群体电商使用率远低于全网平均水平，这一现象的核心原因在于现有电商模式对老年群体的适配性不足。与此同时，现有研究存在聚焦线下、适老化浅改造、缺乏需求和服务的逻辑闭环等局限。本文通过界定老年电商、适老化转型等核心概念，旨在系统梳理老年群体对电商使用的核心需求、使用痛点及老年电商的适老化转型现状与瓶颈，进而构建需求适配导向的服务优化路径。研究表明，老年电商适老化转型需以需求为锚点进行全链条系统性重构，需要平台、社会与监管部门协同发力，这不仅能破解老年群体“触网易、消费难”的困境，更能为银发经济持续增长注入持久动力。

Abstract: With the accelerating aging of China’s population, the number of elderly people aged 60 and above exceeds 310 million, and “silver-haired netizens” reach 161 million. However, the e-commerce adoption rate among the elderly is far lower than the national average, with the core reason lying in the insufficient adaptability of existing e-commerce models to this group. Meanwhile, current research has limitations such as focusing on offline scenarios, superficial aging-friendly renovations, and the lack of a logical closed loop between demands and services. By defining core concepts including elderly e-commerce and aging-friendly transformation, this paper aims to systematically sort out the core needs, usage pain points of the elderly in e-commerce use, as well as the current status and bottlenecks of aging-friendly transformation in elderly e-commerce, and further construct a demand-adaptive service optimization path. Research shows that the aging-friendly transformation of elderly e-commerce needs to conduct full-chain systematic restructuring anchored on demands, requiring joint efforts from platforms, society and regulatory authorities. This not only addresses the dilemma of “easy access to the internet but difficult consumption” for the elderly, but also injects lasting impetus into the sustained growth of the silver economy.