Opportunities, Challenges and Development Paths of the Elderly E-Commerce Market under the Background of the Silver Economy

随着全球老龄化进程加速，银发经济成为新的经济增长点，老年电商市场潜力巨大。本文深入剖析银发经济背景下老年电商市场面临的机遇，包括老年群体消费能力提升、数字化接受度提高等；同时探讨其面临的挑战，如适老化设计不足、消费信任缺失等问题。针对这些情况，从产品设计、营销模式、服务保障等方面提出老年电商市场的发展路径，旨在为推动老年电商市场健康发展提供理论参考。With the acceleration of the global aging process, the silver economy has become a new growth point of the economy, and the market potential of elderly e-commerce is huge. This article conducts an in-depth analysis of the opportunities faced by the elderly e-commerce market under the background of the silver economy, including the improvement of the consumption capacity of the elderly group and the increase in digital acceptance, etc. Meanwhile, it explores the challenges it faces, such as insufficient age-friendly design and the lack of consumer trust. In response to these situations, the development paths of the elderly e-commerce market are proposed from aspects such as product design, marketing models, and service guarantees, aiming to provide theoretical references for promoting the healthy development of the elderly e-commerce market.