Rimi Lietuva reports rising digital tool usage among senior shoppers

Digital solutions are increasingly becoming a standard part of daily shopping for older consumers, according to Rimi Lietuva CEO Vaidas Lukoševičius. While digital tools were previously viewed as primarily relevant to younger demographics, there is a visible shift as more seniors utilize mobile applications to track personal offers, manage loyalty programs, and plan purchases.

Convenience is a primary driver for this trend. E-commerce provides an alternative for seniors who wish to avoid carrying heavy groceries or prefer shopping at their own pace. In 2025, 8.5 percent of Rimi loyalty program members over the age of 60 used the company's online store. To support this demographic, Rimi offers a specific Senior Program, which provides a 10 percent discount on total purchases every Monday for pensioners and those with retiree status.