Taobao Targets Silver Economy With New Version of Mobile App for Elderly Users

William Clegg

(Yicai Global) Jan. 30 — Alibaba Group Holding Ltd. will release a simplified version of its Taobao e-commerce mobile app tomorrow especially designed for elderly users, as the firm looks to promote the use of the platform among the country’s older generations.

The Hangzhou-based tech giant’s new app will provide easy access to the online retail platform’s most popular functions among senior members, including Tmall Supermarket, live-streaming programs and shopping recommendations, Alibaba said in a press briefing today.

Around 30 million of Taobao’s users are over the age of 50, spending an average of CNY5,000 (USD790) on the platform last year. The introduction of this app aims to better unlock the potential of the silver economy, as 75 percent of these consumers are aged between 50 and 59 years old.

The app also features an enlarged interface and the ability for members to link their account with that of their children, allowing easy access to voice calls or instant messaging with their loved ones. Their kids are also able to pay for purchases on their parent’s behalf.

“By launching this simple and user-friendly option for the Taobao App, we will make online shopping easier for our senior citizens and help them stay connected with the younger generation and the community,” said Ding Jian, Taobao’s Senior Product Manager.

Taobao launched a search earlier this month to hire two research specialists aged over 60, stating that those with experience in square dancing, a popular past time among China’s older generations, preferred. Among the applicants was 83-year old Mrs Li, who says she uses the platform all her buying needs.