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Online and Mobile Retailing - Ireland - March 2016

“Despite showing strong a preference for having goods delivered to their homes, Irish consumers are interested in click-and-collect services, receiving goods at work and by drones. This is being driven by longer working hours and means retailers will need to be increasingly flexible to enable consumers to specify a delivery location and time of their choice and even change it at the last minute to better fit into their busier lifestyles.”
– James Wilson, Research Analyst

This report answers the following key questions:

  • Which devices are Irish consumers using to shop online and what are they buying?
  • Which types of delivery methods are Irish consumers using to receive goods?
  • What would encourage Irish consumers to shop online more often?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this report
      • Executive Summary

          • The market
            • Forecast
              • Figure 1: Indexed forecast value of online and mobile retail sales, NI and RoI, 2011-21
            • Market factors
              • UK has the highest level of online shopping in EU; scope for growth in RoI
                • Digital single market to make it easier to buy goods online
                  • High device ownership can boost online shopping in Ireland
                    • Showrooming an opportunity for multi-channel retailers
                      • Internet connectivity continues to improve
                        • Companies, brands and innovation
                          • The consumer
                            • Consumers shopping online at home
                              • Figure 2: Usage of devices to shop online in the last 12 months, NI and RoI, February 2016
                            • Fashion items popular online purchases in Ireland
                              • Figure 3: Types of items/services bought online via laptop/desktop computer, smartphone and tablet, NI and RoI, February 2016
                            • Irish consumers prefer having goods delivered to home
                              • Figure 4: Consumers who have used click-and-collect services from the retailer they purchased from, by gender and age, NI and RoI, February 2016
                            • Lower delivery costs more important than speed of delivery for Irish consumers
                              • Figure 5: Agreement with statements relating to online and mobile retailing, NI and RoI, February 2016
                            • What we think
                            • Issues and Insights

                              • Which devices are Irish consumers using to shop online and what are they buying?
                                • The facts
                                  • The implications
                                    • Which types of delivery methods are Irish consumers using to receive goods?
                                      • The facts
                                        • The implications
                                          • What would encourage Irish consumers to shop online more often?
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Ireland to see strong growth in online sales during 2016
                                                  • UK has the highest level online shopping in EU, scope for growth in RoI
                                                    • Digital single market can boost online shopping
                                                      • Irish consumers have access to multiple devices
                                                      • Market Size and Forecast

                                                          • Online and mobile retail sales continue to grow in 2015
                                                            • Figure 6: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2011-21
                                                            • Figure 7: Proportion of total retail sales made online, UK (including NI), 2011-15
                                                          • Strong growth will see online retail sales in Ireland reach €15.4 billion by 2021
                                                            • Figure 8: Indexed forecast value of online and mobile retail sales, NI and RoI, 2011-21
                                                        • Market Drivers

                                                          • UK Europe’s top market for e-commerce
                                                            • Figure 9: Online purchases in selected European Union markets, 2015
                                                          • EU to create a digital single market to grow online sales
                                                            • Ownership of internet-enabled devices high in Ireland
                                                              • Figure 10: Ownership of or access to mobile technology devices, NI and RoI, March 2015-February 2016
                                                            • Internet penetration high in Ireland
                                                              • Figure 11: Household broadband penetration (fixed and mobile), RoI, 2010-15
                                                              • Figure 12: Internet take-up, NI, 2010-15
                                                            • Showrooming remains popular
                                                              • Figure 13: Percentage of consumers that have engaged in ‘showrooming’, by region, UK (including NI), 2015
                                                            • RoI consumers benefiting from improving economy
                                                              • Figure 14: Financial health of Irish consumers, RoI, March 2015-February 2016
                                                            • Mixed picture for NI consumers personal finances
                                                              • Figure 15: Financial health of Irish consumers, NI, March 2015-February 2016
                                                              • Figure 16: Average Household Income Tracker, £ per week, UK, October-December 2015
                                                          • Companies and Brands – What You Need to Know

                                                            • Amazon launches Pay Monthly
                                                              • Online retailers get personal
                                                                • Littlewoods catalogue goes online
                                                                  • ASOS rewards loyalty and customer engagement
                                                                    • Sainsbury’s takes an omni-channel approach
                                                                    • Competitive Strategies – Key Players

                                                                        • Pure-play retailers
                                                                          • Amazon
                                                                            • Amazon introduces Pay Monthly to the UK
                                                                              • Amazon sells own-brand clothing online
                                                                                • ASOS
                                                                                  • ASOS launches online loyalty scheme
                                                                                    • eBay
                                                                                      • Assisted selling service to make selling goods on eBay hassle-free
                                                                                        • New mobile app to simplify mobile retailing
                                                                                          • Click and don’t collect
                                                                                            • Littlewoods
                                                                                              • Littlewoods introduces free returns
                                                                                                • Littlewoods catalogue goes mobile
                                                                                                  • Multi-channel retailers
                                                                                                    • Arnotts
                                                                                                      • Mega Event delivers strong online sales for Arnotts
                                                                                                        • Harvey Norman
                                                                                                          • Next
                                                                                                            • Next faces stiff competition online
                                                                                                              • Sainsbury’s
                                                                                                                • Sainsbury’s bid to acquire Home Retail Group
                                                                                                                  • Tu clothing moves online
                                                                                                                    • Tesco
                                                                                                                      • Tesco increases minimum spend threshold for online deliveries
                                                                                                                      • The Consumer – What You Need To Know

                                                                                                                        • Laptop/desktops used to shop online at home, smartphones when out of home
                                                                                                                          • Fashion and tourism-related services the top items bought online
                                                                                                                            • More flexible delivery options interest Irish consumers
                                                                                                                              • Additional charges driving up cost of shopping online
                                                                                                                              • Devices Used to Shop Online

                                                                                                                                  • Online shopping is taking place at home
                                                                                                                                    • Figure 17: Usage of devices to shop online in the last 12 months, NI and RoI, February 2016
                                                                                                                                  • Irish women the main mobile shoppers
                                                                                                                                    • Figure 18: Use of smartphones and tablets to shop online in the last 12 months, by gender, NI, February 2016
                                                                                                                                    • Figure 19: Use of smartphones and tablets to shop online in the last 12 months, by gender, RoI, February 2016
                                                                                                                                • Items Purchased Online

                                                                                                                                    • Fashion an important category online
                                                                                                                                      • Figure 20: Types of items/services bought online via laptop/desktop computer, smartphone and tablet, NI and RoI, February 2016
                                                                                                                                    • Rural consumers a key market for fashion retailers
                                                                                                                                      • Figure 21: Consumers who have purchased clothing, footwear or accessories online using a laptop or desktop computer, by location, RoI, February 2016
                                                                                                                                      • Figure 22: Consumers who have purchased clothing, footwear or accessories online using a laptop or desktop computer, by location, NI, February 2016
                                                                                                                                    • Tourism-related services most likely to be booked by men
                                                                                                                                      • Figure 23: Consumers who have purchased travel (eg flights, holiday packages) and hotel or other overnight accommodation services online using a laptop or desktop computer, by gender, NI and RoI, February 2016
                                                                                                                                    • Streaming to smartphones popular
                                                                                                                                      • Figure 24: Consumers who have purchased books/CDs/DVDs/video games (physical copies) and streamed or downloaded books/music/movies/games (including rentals) using a laptop/desktop, smartphone and tablet, by age, NI, February 2016
                                                                                                                                      • Figure 25: Consumers who have purchased books/CDs/DVDs /video games (physical copies) and streamed or downloaded books/music/movies/games (including rentals) using a smartphone and tablet, by age, RoI, February 2016
                                                                                                                                  • Types of Delivery Used

                                                                                                                                      • Home delivery the preferred method of receiving goods
                                                                                                                                        • Figure 26: Types of delivery used by consumers when shopping online in the last 12 months, NI and RoI, February 2016
                                                                                                                                      • Women most likely to click-and-collect
                                                                                                                                        • Figure 27: Consumers who have used click-and-collect services from the retailer they purchased from, by gender and age, NI and RoI, February 2016
                                                                                                                                      • Flexible delivery appeals most to working consumers
                                                                                                                                        • Figure 28: Consumers who have had goods delivered to work/other location in the last 12 months, by work status, NI and RoI, February 2016
                                                                                                                                    • Attitudes towards Online and Mobile Retailing

                                                                                                                                        • Cost savings more important than speed of delivery
                                                                                                                                          • Figure 29: Agreement with statements relating to online and mobile retailing, NI and RoI, February 2016
                                                                                                                                        • Free and cheaper postage costs have broad appeal
                                                                                                                                          • Figure 30: Agreement with statements relating to online and mobile retailing, by gender and age, NI and RoI, February 2016
                                                                                                                                        • Ease of shopping on websites appeals to Gen Xers in NI, Boomers in RoI
                                                                                                                                          • Figure 31: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, by age, NI and RoI, February 2016
                                                                                                                                        • Minimum spend surcharges contributing to growing cost of online shopping
                                                                                                                                          • Figure 32: Agreement with statements relating to online and mobile retailing, by social class, NI, February 2016
                                                                                                                                          • Figure 33: Agreement with statements relating to online and mobile retailing, by social class, RoI, February 2016
                                                                                                                                        • Irish consumers would like more local businesses to trade online
                                                                                                                                          • Figure 34: Agreement with the statement ‘I would shop online more if there were more NI/RoI based online retailers, by gender and age, NI and RoI, February 2016
                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                        • Data sources
                                                                                                                                          • Lifestyle cohort definitions
                                                                                                                                            • Market size rationale
                                                                                                                                              • Abbreviations
                                                                                                                                              • Appendix – The Consumer

                                                                                                                                                • NI Toluna data
                                                                                                                                                  • Figure 35: Consumers who have used a laptop/desktop computer to shop online in the last 12 months, by location, by demographics, NI, February 2016
                                                                                                                                                  • Figure 36: Consumers who have used a smartphone to shop online in the last 12 months, by location, by demographics, NI, February 2016
                                                                                                                                                  • Figure 37: Consumers who have used a tablet to shop online in the last 12 months, by location, by demographics, NI, February 2016
                                                                                                                                                  • Figure 38: Types of items/services bought online via laptop/desktop computer, by demographics, NI, February 2016
                                                                                                                                                  • Figure 39: Types of items/services bought online via laptop/desktop computer, by demographics, NI, February 2016 (continued)
                                                                                                                                                  • Figure 40: Types of items/services bought online via laptop/desktop computer, by demographics, NI, February 2016 (continued)
                                                                                                                                                  • Figure 41: Types of items/services bought online via smartphone, by demographics, NI, February 2016
                                                                                                                                                  • Figure 42: Types of items/services bought online via smartphone, by demographics, NI, February 2016 (continued)
                                                                                                                                                  • Figure 43: Types of items/services bought online via smartphone, by demographics, NI, February 2016 (continued)
                                                                                                                                                  • Figure 44: Types of items/services bought online via tablet, by demographics, NI, February 2016 (continued)
                                                                                                                                                  • Figure 45: Types of items/services bought online via tablet, by demographics, NI, February 2016 (continued)
                                                                                                                                                  • Figure 46: Types of items/services bought online via tablet, by demographics, NI, February 2016 (continued)
                                                                                                                                                  • Figure 47: Types of delivery used by consumers when shopping online in the last 12 months, by demographics, NI, February 2016
                                                                                                                                                  • Figure 48: Agreement with the statement ‘Time-limited online sales encourage me to shop at websites I may not normally use (eg deal-of-the-day/Black Friday offers)’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 49: Agreement with the statement ‘I am interested in having packages delivered by drone (eg Amazon Prime Air)’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 50: Agreement with the statement ‘I would shop online more if there were more NI-based online retailers’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 51: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 52: Agreement with the statement ‘I prefer to look at a product in-store and then buy it online’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 53: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 54: Agreement with the statement ‘I have been affected by a company’s data being hacked (eg M&S, Asda)’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 55: Agreement with the statement ‘Minimum spend surcharges (eg €/£4 fee for spending below €/£40 per order) would deter me from shopping online in the future’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 56: Agreement with the statement ‘I prefer to use click-and-collect services compared to having items delivered to my home/work’, by demographics, NI, February 2016
                                                                                                                                                  • Figure 57: Agreement with the statement ‘I find shopping online is more expensive compared to 12 months ago’, by demographics, NI, February 2016
                                                                                                                                                • RoI Toluna data
                                                                                                                                                  • Figure 58: Consumers who have used a laptop/desktop computer to shop online in the last 12 months, by location, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 59: Consumers who have used a smartphone to shop online in the last 12 months, by location, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 60: Consumers who have used a tablet o shop online in the last 12 months, by location, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 61: Types of items/services bought online via laptop/desktop computer, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 62: Types of items/services bought online via laptop/desktop computer, by demographics, RoI, February 2016 (continued)
                                                                                                                                                  • Figure 63: Types of items/services bought online via laptop/desktop computer, by demographics, RoI, February 2016 (continued)
                                                                                                                                                  • Figure 64: Types of items/services bought online via smartphone, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 65: Types of items/services bought online via smartphone, by demographics, RoI, February 2016 (continued)
                                                                                                                                                  • Figure 66: Types of items/services bought online via smartphone, by demographics, RoI, February 2016 (continued)
                                                                                                                                                  • Figure 67: Types of items/services bought online via tablet, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 68: Types of items/services bought online via tablet, by demographics, RoI, February 2016 (continued)
                                                                                                                                                  • Figure 69: Types of items/services bought online via tablet, by demographics, RoI, February 2016 (continued)
                                                                                                                                                  • Figure 70: Types of delivery used by consumers when shopping online in the last 12 months, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 71: Agreement with the statement ‘Time-limited online sales encourage me to shop at websites I may not normally use (eg deal-of-the-day/Black Friday offers)’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 72: Agreement with the statement ‘I am interested in having packages delivered by drone (eg Amazon Prime Air)’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 73: Agreement with the statement ‘My delivery experience has improved since the introduction of the eircode system’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 74: Agreement with the statement ‘I would shop online more if there were more RoI-based online retailers’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 75: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage ‘, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 76: Agreement with the statement ‘I prefer to look at a product in-store and then buy it online’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 77: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 78: Agreement with the statement ‘I have been affected by a company’s data being hacked (eg M&S, Asda)’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 79: Agreement with the statement ‘Minimum spend surcharges (eg €/£4 fee for spending below €/£40 per order) would deter me from shopping online in the future’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 80: Agreement with the statement ‘I prefer to use click-and-collect services compared to having items delivered to my home/work’, by demographics, RoI, February 2016
                                                                                                                                                  • Figure 81: Agreement with the statement ‘I find shopping online is more expensive compared to 12 months ago’, by demographics, RoI, February 2016

                                                                                                                                              Companies Covered

                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                              Online and Mobile Retailing - Ireland - March 2016

                                                                                                                                              US $1,411.13 (Excl.Tax)