Wolfinbarger, M, Gilly, M C 2001, 'Shopping online for freedom, control, and fun', California Management Review; Berkeley Vol. 43, Iss. 2, (Winter 2001): pp. 34-55.
According to the California management review, number of consumers buying online and the amount being spent by online buyers on the rise not just because it's easy but also it's fun and control.
Collectors and hobbyists enjoy the "thrill of the hunt"
one can enjoy while shopping and also according to the above mentioned review shopping online can keep your identity secret and helps lots of privacy issues that has been uprising in offline shopping.

Patricia, P, Victor, Widrick, S 2005, 'Attitude and age differences in online buying'

International Journal of Retail & Distribution Management; Bradford Vol. 33, Iss. 2/3, (2005): pp. 122-132.

When we take a look at the shopping and buying behavior of younger and older online shoppers as mediated by their attitudes toward internet shopping, we can clearly see older online shoppers search for significantly fewer products but they are buying products as much as the younger people does.
Although when it comes to swapping it seems younger people are the once who does that more often than the older people which gives a clear idea who should be the target audience for this product.

Ling (Alice) Jiang, Zhilin Yang, Minjoon Jun  2013,  "Measuring consumer perceptions of online shopping convenience", Journal of Service Management, Vol. 24 Issue: 2, pp.191-214, 
regarding the Measuring consumer perceptions of online shopping convenience, there are five key dimensions of online shopping convenience such as access, search, evaluation, transaction, and possession/post‐purchase convenience.
Online retailers can employ the five‐factor measurement instrument to assess the degree of customer perceived online shopping convenience. This instrument can assist managers in identifying and overcoming key obstacles to the delivery of a highly convenient online shopping service to customers.