Background: A shift from physical trading to online shopping has taken place. Generation W trades online to a lesser extent compared to generations X and Y, even though they have strong purchasing power. Perceived risk is one of the reasons why consumers choose to refrain from shopping online. Previous research in the area of risk recommends future research to study more profound older adults' perceived risks with e-commerce. When consumers experience risks, they develop risk-reducing methods to reduce the risks. Riskreduction methods can range from consulting a friend to completely refraining from shopping.

Research question: What is generation Ws view regarding risk and risk reduction methods?

Purpose: The purpose of this study is to explore what risks and risk reduction strategies are perceived among generation W when shopping online.

Theory: Risk and risk reduction theories, buyer process models and decision making modelsare used in this study.

Method: The essay is based on a qualitative descriptive study where primary data has been collected using semi structured interviews.

Conclusion: Many previously known risks as well as some newly found risks like environmental risks and the risk of urban environment degradation are presented. Generation W uses risk-reducing methods or chooses to refrain from shopping online. Respondents explained the importance of their previous experience in e-commerce, which has laid the foundation for how they act in online trading today.