You don't need fancy kit to have a go either – I've seen women racing on old shopper bikes in beat-up trainers, having the time of their lives.
PayPal offers a more secure option and has carved a niche in the online environment, particularly amongst 25- to 34-year-old shoppers.
First two older shoppers.
Whatever the cause, the marginalization of older shoppers stretches back decades.
The older shoppers are quick to say that things were better under the Soviet Union.
The Marks & Spencer chief has faced criticism for alienating core older shoppers and struggling against Primark.
But what about the older generation - are online-only businesses alienating older shoppers?
Monsoon is thought to attract slightly older shoppers than Accessorize, which mostly sells jewellery.
Bosses admit the offer was focused too heavily on younger customers at the expense of older shoppers.
Department stores like Saks Fifth Avenue use e-mail to target specific audiences, but older shoppers still must sift through clothes and accessories for all ages.
Brands like Eileen Fisher and Talbots have Web sites that market to older shoppers, but they sell only their own lines, which generally feature conservative styles.
