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Online and Mobile Retailing - Ireland - March 2015

“In 2015 online and mobile retail is an activity that consumers are more likely to engage in whilst in the home, with laptop/desktop computers being the main purchasing devices. Increasing consumers’ confidence in online shopping outside the home, and offering a high quality and value-added experience when using mobile devices will be key in driving purchasing behaviour in these usage scenarios.”
– David Falls, Research Analyst

This report answers the following key question:

  • What devices do Irish consumers use to purchase items online? 
  • What types of products and services are Irish consumers buying online?
  • What are consumers’ delivery preferences? 
  • What impact will the introduction of the postcode system in RoI have upon online retail? 
  • What is the value of the online and mobile retail sector in Ireland?

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Table of contents

  1. Introduction

      • Key themes in the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Forecast
                    • Figure 1: Indexed forecast value of online and mobile retail sales, NI and RoI, 2010-20
                  • Market factors
                    • Internet connectivity continuing to improve across Ireland
                      • Mobile retail to be boosted by increasing ownership of smartphones and tablets
                        • Social network sites catering to retailers
                          • EU VAT regulations, caps on interchange fees and a weakening Euro impacting prices
                            • Introduction of postcodes in RoI may boost online sales in the region
                              • Innovations
                                • The consumer
                                  • Irish consumers more likely to engage in online and mobile retailing while at home
                                    • Figure 2: Usage of devices to shop online in the last 12 months, NI and RoI, December 2014
                                  • Physical media, fashion and travel the most popular items purchased online
                                    • Figure 3: Types of items that consumers have bought online in the last 12 months, by device, NI and RoI, December 2014
                                  • Delivery to the home the most popular method of receiving items
                                    • Figure 4: Methods used to have items delivered – or return items in the last 12 months, NI and RoI, December 2014
                                  • Irish consumers more likely to value cheaper delivery over faster delivery
                                    • Figure 5: Agreement with statements relating to online and mobile retailing, NI and RoI, December 2014
                                  • What we think
                                  • Issues and Insights

                                      • What devices do Irish consumers use to purchase items online?
                                        • The facts
                                          • The implications
                                            • What types of products and services are Irish consumers buying online?
                                              • The facts
                                                • The implications
                                                  • What are consumers’ delivery preferences?
                                                    • The facts
                                                      • The implications
                                                        • What impact will the introduction of the postcode system in RoI have upon online retail?
                                                          • The facts
                                                            • The implications
                                                              • What is the value of the online and mobile retail sector in Ireland?
                                                                • The facts
                                                                  • The implications
                                                                  • Trend Application

                                                                      • Locavore
                                                                        • FSTR HYPR
                                                                          • Experience Is All
                                                                          • Market Overview

                                                                            • Key points
                                                                              • Internet access key to online and mobile retail
                                                                                • Figure 6: Household broadband penetration (fixed and mobile), NI and RoI, 2009-14
                                                                              • Increasing availability and use of Wi-Fi hotspots in RoI
                                                                                • Figure 7: Public Wi-Fi hotspots, RoI, 2009-14
                                                                              • Growing levels of mobile device ownership to boost m-commerce
                                                                                • Figure 8: Increase in smartphone ownership, NI and RoI, 2013-14
                                                                              • Tablet ownership sees strong increase
                                                                                • Figure 9: Increase in tablet ownership, NI, and RoI 2013-14
                                                                              • Increasing engagement with shopping apps
                                                                                • Social commerce a big opportunity for retailers?
                                                                                  • Figure 10: Use of Facebook and Twitter in the last three months, NI and RoI, April 2014
                                                                                • Facebook attempting to bring order to group selling
                                                                                  • ‘Place of Supply’ VAT regulations impacting buyers and sellers of digital goods
                                                                                    • Lower card transaction fees expected in 2015
                                                                                      • Weakening euro will increase costs for RoI consumers shopping from UK retailers
                                                                                        • Figure 11: Value of Euro to Pound Sterling, 2005-15
                                                                                      • RoI to benefit from a national postcode system
                                                                                        • Three out of 10 RoI consumers to shop online more in response to postal codes
                                                                                          • Figure 12: Agreement with the statement ‘I expect that I will shop online more when the postal code is introduced in 2015’, RoI, December 2014
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Online and mobile retail expenditure expected to increase in 2015
                                                                                            • Figure 13: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2010-20
                                                                                          • Strong growth forecast to 2020
                                                                                            • Figure 14: Indexed forecast value of online and mobile retail sales, NI and RoI, 2010-20
                                                                                            • Figure 15: Consumers making online purchases in the last 12 months, UK (including NI) and RoI, 2005-14
                                                                                            • Figure 16: Proportion of total sales made online (excluding automotive fuel) and year-on-year growth rate, UK (including NI), 2011-14
                                                                                        • Strengths and Weaknesses

                                                                                          • Strengths
                                                                                            • Weaknesses
                                                                                            • Who’s Innovating?

                                                                                              • Key points
                                                                                                • Innovations
                                                                                                  • HeartThis app allows customers to shop in all their favourite stores through one app
                                                                                                    • New apps enable art shoppers to preview prospective purchases in their homes
                                                                                                      • Haggling comes to Amazon with the new ‘Make an Offer’ feature
                                                                                                        • Development of apps to enable shopping from wearables gaining momentum
                                                                                                          • First Amazon staffed pickup location announced at US University
                                                                                                            • Alibaba is the first to trial a drone delivery service on customers
                                                                                                            • Company Profiles

                                                                                                              • Pure-play ‘e-tailers’
                                                                                                                • Amazon
                                                                                                                  • Key facts
                                                                                                                    • Brands and products
                                                                                                                      • Recent developments
                                                                                                                        • ASOS
                                                                                                                          • Key facts
                                                                                                                            • Brands and products
                                                                                                                              • Recent developments
                                                                                                                                • eBay
                                                                                                                                  • Key facts
                                                                                                                                    • Brands and products
                                                                                                                                      • Recent developments
                                                                                                                                        • Littlewoods (Shop Direct)
                                                                                                                                          • Key facts
                                                                                                                                            • Brands and products
                                                                                                                                              • Recent developments
                                                                                                                                                • Multi-channel retailers
                                                                                                                                                  • Arnotts
                                                                                                                                                    • Key facts
                                                                                                                                                      • Brands and products
                                                                                                                                                        • Recent developments
                                                                                                                                                          • Avoca
                                                                                                                                                            • Key facts
                                                                                                                                                              • Brands and products
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • Boots (Walgreens Boots Alliance)
                                                                                                                                                                    • Key facts
                                                                                                                                                                      • Brands and products
                                                                                                                                                                        • Recent developments
                                                                                                                                                                          • Debenhams
                                                                                                                                                                            • Key facts
                                                                                                                                                                              • Brands and products
                                                                                                                                                                                • Recent developments
                                                                                                                                                                                  • Eason and Son (Easons)
                                                                                                                                                                                    • Key facts
                                                                                                                                                                                      • Recent developments
                                                                                                                                                                                        • Dunnes
                                                                                                                                                                                          • Key facts
                                                                                                                                                                                            • Brands and products
                                                                                                                                                                                              • Recent developments
                                                                                                                                                                                                • Harvey Norman
                                                                                                                                                                                                  • Key facts
                                                                                                                                                                                                    • Brands and products
                                                                                                                                                                                                      • Next
                                                                                                                                                                                                        • Key facts
                                                                                                                                                                                                          • Brands and products
                                                                                                                                                                                                            • Recent developments
                                                                                                                                                                                                              • SuperValu
                                                                                                                                                                                                                • Key facts
                                                                                                                                                                                                                  • Brands and products
                                                                                                                                                                                                                    • Recent developments
                                                                                                                                                                                                                      • Tesco
                                                                                                                                                                                                                        • Key facts
                                                                                                                                                                                                                          • Brands and products
                                                                                                                                                                                                                            • Recent developments
                                                                                                                                                                                                                            • The Consumer – Devices Used to Shop Online

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Laptop/desktop computers more likely to be used for online shopping
                                                                                                                                                                                                                                  • Figure 17: Usage of devices to shop online in the last 12 months, NI and RoI, December 2014
                                                                                                                                                                                                                                • Devices usage reflective of ownership
                                                                                                                                                                                                                                  • Figure 18: Ownership of devices in household, NI and RoI, December 2014
                                                                                                                                                                                                                                • Women more likely to engage in mobile retailing, particularly while at home
                                                                                                                                                                                                                                  • Figure 19: Use of smartphones and tablets to shop online in the last 12 months, by gender, NI, December 2014
                                                                                                                                                                                                                                  • Figure 20: Use of smartphones and tablets to shop online in the last 12 months, by gender, RoI, December 2014
                                                                                                                                                                                                                              • The Consumer – Items Purchased

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • NI consumers exhibit higher online purchasing levels across most types of goods and services
                                                                                                                                                                                                                                    • Figure 21: Types of items that consumers have bought online in the last 12 months, by device, NI and RoI, December 2014
                                                                                                                                                                                                                                  • Digital media sales strong via smartphones
                                                                                                                                                                                                                                    • Figure 22: Consumers who purchased books/CDs/DVDs/video games or music/movies/game downloads in the last 12 months via smartphone devices, NI and RoI, December 2014
                                                                                                                                                                                                                                  • Purchasing fashion items via tablet devices peaks amongst 45-54-year-olds
                                                                                                                                                                                                                                    • Figure 23: Consumers who purchased clothing/footwear/accessories online via a tablet device in the last 12 months, by age, NI and RoI, December 2014
                                                                                                                                                                                                                                  • NI consumers twice as likely to purchase household appliances online
                                                                                                                                                                                                                                    • Figure 24: Consumers who purchased household appliances online in the last 12 months via laptop/desktop computers, NI and RoI, December 2014
                                                                                                                                                                                                                                  • Irish consumers less likely to purchase DIY and garden products, or furniture and home furnishings online
                                                                                                                                                                                                                                    • Figure 25: Consumers who purchased DIY and garden, or furniture and home furnishings online via a laptop/desktop computer over the last 12 months, NI and RoI, December 2014
                                                                                                                                                                                                                                • The Consumer – Methods of Delivery and Return

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Home delivery dominates
                                                                                                                                                                                                                                      • Figure 26: Methods used to have items delivered – or to return items in the last 12 months, NI and RoI, December 2014
                                                                                                                                                                                                                                    • Click-and-collect more likely amongst consumers with children
                                                                                                                                                                                                                                      • Figure 27: Consumers who have used click-and-collect services from the retailer they purchased from, by presence of children in household. NI and RoI, December 2014
                                                                                                                                                                                                                                    • RoI women significantly more likely than men to return purchases via post
                                                                                                                                                                                                                                      • Figure 28: Consumers who have returned an online purchase by post in the last 12 months, RoI, December 2014
                                                                                                                                                                                                                                  • The Consumer – Attitudes to Online and Mobile Retailing

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Majority of consumers value delivery cost savings over faster delivery
                                                                                                                                                                                                                                        • Figure 29: Agreement with statements relating to online and mobile retailing, NI and RoI, December 2014
                                                                                                                                                                                                                                      • More local businesses trading online would be a catalyst for online shopping
                                                                                                                                                                                                                                        • Figure 30: Consumers who agreed with the statement ‘I would shop online more if there were more NI/RoI based online retailers,’ by age, NI and RoI, December 2014
                                                                                                                                                                                                                                      • Seven out of 10 consumers feel there are more bargains online
                                                                                                                                                                                                                                        • Figure 31: Consumers who agreed with the statement ‘There are more bargains online compared to high street shops,’ by age, NI and RoI, December 2014
                                                                                                                                                                                                                                      • Almost four in 10 consumers research purchases online, but buy offline
                                                                                                                                                                                                                                        • Figure 32: Agreement with the statements ‘I research purchases online, but prefer to make the purchase in-store,’ versus ‘I prefer to look at a product in-store and then buy it online,’ NI and RoI, December 2014
                                                                                                                                                                                                                                    • Appendix

                                                                                                                                                                                                                                      • NI Toluna data
                                                                                                                                                                                                                                        • Figure 33: Types of device that consumers have used to shop online in the last 12 months, while at home, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 34: Types of device that consumers have used to shop online in the last 12 months, while not at home (eg at work, in a café), NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 35: Types of device that consumers have not used to buy products online in the last 12 months, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 36: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 37: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, NI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 38: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, NI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 39: Types of items that consumers have bought online via a smartphone device in the last 12 months, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 40: Types of items that consumers have bought online via a smartphone device in the last 12 months, NI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 41: Types of items that consumers have bought online via a smartphone device in the last 12 months, NI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 42: Types of items that consumers have bought online via a tablet device in the last 12 months, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 43: Types of items that consumers have bought online via a tablet device in the last 12 months, NI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 44: Types of items that consumers have bought online via a tablet device in the last 12 months, NI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 45: Types of delivery methods used to have items delivered – or to return items in the last 12 months, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 46: Types of delivery methods used to have items delivered – or to return items in the last 12 months, NI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 47: Agreement with the statement ‘Time-limited online sales encourage me to shop at websites I may not normally use’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 48: Agreement with the statement ‘I am interested in having packages deliver by drone (eg amazon prime air)’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 49: Agreement with the statement ‘I would shop online more if there were more NI/RoI based online retailers’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 50: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 51: Agreement with the statement ‘I prefer to look at a product in- store and then buy it online’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 52: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 53: Agreement with the statement ‘I don’t trust online security when paying for goods/services’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 54: Agreement with the statement ‘I prefer to buy and download music/movies/games/etc rather than buy physical copies’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 55: Agreement with the statement ‘I research purchases online but prefer to make the purchase in-store’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 56: Agreement with the statement ‘There are more bargains online compared to high street shops’, NI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 57: Agreement with the statement ‘I am willing to pay more for delivery to get products faster’, NI, by demographics, December 2014
                                                                                                                                                                                                                                      • RoI Toluna data
                                                                                                                                                                                                                                        • Figure 58: Types of device that consumers have used to shop online in the last 12 months, while at home, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 59: Types of device that consumers have used to shop online in the last 12 months, while not at home (eg at work, in a café), RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 60: Types of device that consumers have not used to buy products online in the last 12 months, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 61: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 62: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, RoI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 63: Types of items that consumers have bought online via a laptop/desktop computer in the last 12 months, RoI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 64: Types of items that consumers have bought online via a smartphone device in the last 12 months, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 65: Types of items that consumers have bought online via a smartphone device in the last 12 months, RoI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 66: Types of items that consumers have bought online via a smartphone device in the last 12 months, RoI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 67: Types of items that consumers have bought online via a tablet device in the last 12 months, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 68: Types of items that consumers have bought online via a tablet device in the last 12 months, RoI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 69: Types of items that consumers have bought online via a tablet device in the last 12 months, RoI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 70: Types of delivery methods used to have items delivered – or to return items in the last 12 months, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 71: Types of delivery methods used to have items delivered – or to return items in the last 12 months, RoI, by demographics, December 2014 (continued)
                                                                                                                                                                                                                                        • Figure 72: Agreement with the statement ‘Time-limited online sales encourage me to shop at websites I may not normally use’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 73: Agreement with the statement ‘I am interested in having packages deliver by drone (eg amazon prime air)’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 74: Agreement with the statement ‘I expect that I will shop online more when the postal code is introduced in 2015’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 75: Agreement with the statement ‘I would shop online more if there were more NI/RoI based online retailers’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 76: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 77: Agreement with the statement ‘I prefer to look at a product in- store and then buy it online’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 78: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 79: Agreement with the statement ‘I don’t trust online security when paying for goods/services’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 80: Agreement with the statement ‘I prefer to buy and download music/movies/games/etc rather than buy physical copies’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 81: Agreement with the statement ‘I research purchases online but prefer to make the purchase in-store’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 82: Agreement with the statement ‘There are more bargains online compared to high street shops’, RoI, by demographics, December 2014
                                                                                                                                                                                                                                        • Figure 83: Agreement with the statement ‘I am willing to pay more for delivery to get products faster’, RoI, by demographics, December 2014

                                                                                                                                                                                                                                    Online and Mobile Retailing - Ireland - March 2015

                                                                                                                                                                                                                                    US $1,453.83 (Excl.Tax)