Age has relatively little effect on the popularity of fashion, with clothing and accessories remaining the leading online category across every generation. Purchase rates peak at among consumers aged 25–34 but still reach among those aged 65+, making fashion one of the few categories with consistently broad appeal. Groceries follow a different trajectory, strongest among 35–44-year-olds at before declining to in the oldest group.
The sharper contrasts appear in categories shaped by life stage. Health-product purchases rise steadily with age, reaching among consumers aged 65+, while digital products move in the opposite direction, falling from among 35–44-year-olds to just among seniors. Pet supplies cluster around middle age at , whereas baby and children’s products are concentrated among consumers aged 25–44, reflecting household composition more than general online shopping propensity.
