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Starts at 60 launching boomer-focused online marketplace

An online marketplace aimed directly at Australia’s burgeoning boomer generation is launching this week, driven by their increasing uptake of digital solutions.

Starts at 60 is “putting e-commerce first” in its new platform launch, which features an integrated experience set across its scalable online shopping marketplace, a travel marketplace, and its own media brand.

“At 25 per cent of the population, over 60s are a powerful and exciting mass consumer audience, and frankly, in 2021 they’re just as interested in ‘new’ and ‘awesome’ products as everyone else,” said Starts at 60 founder and chief executive Rebecca Wilson.

“They’re using the internet as their primary decision-making tool and shopping online more than ever.

“The key difference between this generation and others is they have discretionary money to spend, and fewer brands speaking to them directly.”

According to Starts at 60, digital-savvy boomers are driving growth in travel, finance, health and leisure spending, and the disruptions caused by Covid-19 have fueled greater digital opportunities.

“We’re proud to create a platform where they can safely and enjoyably find products and travel that suit their needs and wants. It’s their turn,” Wilson said.

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