Insights into the growth of Irish eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled
Digital User Insights
There are currently 2.89 million eCommerce users in Ireland, with an additional 460,000 users expected to be shopping online by 2022. Four years from now, these 3.35 million eCommerce users will spend an average of 1,691.28 USD online.
Dividing internet usage into age groups gives a better picture of the Irish eCommerce market – 92% of 16-24 year olds, 91% of 25-34 year-olds and 89% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 84% and 77% daily penetration rate, respectively.
Total Irish eCommerce revenue across all product categories is 3.99 billion USD, and is expected to grow to 5.66 billion USD by 2021. Fashion is currently the leading product category in Ireland, accounting for 1.04 billion USD market share, followed by Toys, Hobby and DIY, which generates 1.01 billion USD in sales.
By 2022, Fashion will still be the most purchased online category, with an estimated value of 1.47 billion USD, and second favorite, Toys, Hobby and DIY, will have an expected worth of 1.36 billion USD.
In 2016, Ireland was ranked 18th in the World Bank Logistics ranking.
Preferred Online Payments
65% of Irish shoppers like to pay with Visa when shopping online.
Where does Ireland buy from?
The UK supplies Ireland with 22.9 billion USD in imports – ranging from planes to computers. Ireland’s other key import partners are the US ($9.6 billion), Germany ($6.53 billion), the Netherlands ($3.7 billion) and France ($3.18 billion).
Internet and Device Usage
Internet penetration in Ireland is currently 85.3%, and should reach 86.7% by 2022. Smartphone penetration is a little less (73.8%), but is projected to grow to 79.7% in the next four years.
83% of online shoppers in Ireland buy via desktop, a stark contrast to the amount of smartphone (8%) and tablet (7%) shoppers.
In 2015, 22 million USD of Ireland’s digital ad spend was spent on social media advertising.
3.51 million people in Ireland are active social network users, thanks to Facebook, Instagram, LinkedIn and Twitter, which are the leading social networks.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.