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Description

Description

“The online market continues to grow in Ireland gaining its share of the wider retail market. The growth in mobile commerce is helping to boost online sales while also impacting the ownership of other internet-enabled devices including laptop/tablets etc. The advanced capabilities of smartphones coupled with the rollout of 5G in 2019/20, means we are also likely to see more online shopping out of home.”
– Emma McGeown, Research Analyst

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Figure 1: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2015-20
          • Forecast
            • Figure 2: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2015-25
          • Market factors
            • In-store shopping remains more popular than online
              • Smartphone device ownership on the rise
                • Rural consumers less likely to have internet connection
                  • 5G is now live in urban areas
                    • Companies and innovations
                      • The consumer
                        • At-home online shopping more popular than out-of-home
                          • Figure 3: Usage of devices to shop online in the last three months, by location, NI and RoI, November 2019
                        • Clothing is the top purchase made online
                          • Figure 4: Types of items/services bought online in the last three months, NI and RoI, November 2019
                        • Home delivery is the preferred delivery method
                          • Figure 5: Types of delivery used by consumers when shopping online in the last three months, NI and RoI, November 2019
                        • Data breaches put off Irish consumers
                          • Figure 6: Agreement with statements related to online and mobile retailing, NI and RoI, November 2019
                        • Consumers willing to wait longer on free deliveries
                          • Figure 7: Agreement with statements related to online and mobile retailing, NI and RoI, November 2019
                      • The Market – What You Need to Know

                        • Almost 12% growth forecast in 2020
                          • In-store shopping remains more popular than online
                            • Smartphone device ownership on the rise
                              • Urban consumers benefit from better internet connections
                                • IoI launches 5G
                                • Market Sizes and Forecast

                                    • Double-digit growth expected in 2020
                                      • Figure 8: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2015-25
                                      • Figure 9: Indexed online and mobile retail expenditure, NI and RoI, 2015-25
                                    • Potential for half of ecommerce sales to come via mobile devices
                                      • Figure 10: Percentage of UK retail ecommerce sales purchased via smartphones, UK (including NI), 2016-21
                                  • Market Drivers

                                    • In-store remains the top channel to shop, though online is increasing
                                      • Figure 11: Consumers who shop weekly (excluding grocery retailing), by channel, RoI, 2017-19
                                    • Device ownership remains strong in Ireland
                                      • Figure 12: Usage of devices to shop online in the last three months, NI and RoI, 2015-19
                                    • Nine in 10 households have internet access in Ireland
                                      • Figure 13: Household internet access (includes broadband), by region, RoI, 2017-19
                                    • Strong drop-off in broadband speeds in NI rural areas
                                      • Figure 14: Fixed broadband rates, by speed/quality, urban vs rural, NI, 2019
                                      • Figure 15: Consumers with access to full fibre broadband, by region, UK (2019)
                                    • 5G comes to Ireland
                                      • Figure 16: Consumer agreement with statements related to 5G, RoI, 2018
                                    • 5G rolls out, but consumers are still more likely to online shop at home overall
                                      • Figure 17: Locations Irish consumers have online shopped in the last three months, NI and RoI, November 2019
                                  • Companies and Brands – What You Need to Know

                                    • Online retailers go green
                                      • Click-and-collect companies work smarter with partners
                                        • Convenience-driven delivery solutions
                                        • Who’s Innovating?

                                            • Click-and-collect companies partner up
                                              • Lidl moves online in Dublin
                                                • eCommerce meets social media
                                                  • Self-drive delivery vans – the future?
                                                  • Companies Strategies – Key Players

                                                      • Pureplay retailers
                                                        • Amazon
                                                          • Key facts
                                                            • Recent developments
                                                              • ASOS
                                                                • Key facts
                                                                  • Recent developments
                                                                    • Boohoo
                                                                      • Key facts
                                                                        • Recent developments
                                                                          • eBay
                                                                            • Key facts
                                                                              • Recent developments
                                                                                • The Very Group
                                                                                  • Key facts
                                                                                    • Recent developments
                                                                                      • Multi-channel retailers
                                                                                        • Arnott’s
                                                                                          • Key facts
                                                                                            • Recent developments
                                                                                              • Harvey Norman
                                                                                                • Key facts
                                                                                                  • Recent developments
                                                                                                    • Next
                                                                                                      • Key facts
                                                                                                        • Recent developments
                                                                                                          • Sainsburys/Argos
                                                                                                            • Key facts
                                                                                                              • Recent developments
                                                                                                                • Tesco
                                                                                                                  • Key facts
                                                                                                                    • Recent developments
                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                      • At-home online shopping more popular than out-of-home
                                                                                                                        • Clothing is the top purchase made online
                                                                                                                          • Home delivery is the most popular delivery method
                                                                                                                            • Personal data breaches concern Irish consumers
                                                                                                                            • Devices Used to Shop Online

                                                                                                                                • Smartphones used most for online shopping in NI
                                                                                                                                  • Figure 18: Devices used to shop online in the last three months, NI and RoI, November 2019
                                                                                                                                  • Figure 19: Usage of devices to shop online in the last three months, by location, NI and RoI, November 2019
                                                                                                                                • Younger consumers driving online shopping via smartphone
                                                                                                                                  • Figure 20: Consumers who have used a smartphone for online shopping in the last three months, by age, NI, November 2019
                                                                                                                                  • Figure 21: Consumers who have used a smartphone for online shopping in the last three months, by age, RoI, November 2019
                                                                                                                                  • Figure 22: Consumers who have used a desktop/laptop PC for online shopping in the last three months, by age, NI, November 2019
                                                                                                                                  • Figure 23: Consumers who have used a desktop/laptop PC for online shopping in the last three months, by age, RoI, November 2019
                                                                                                                              • Items Purchased Online

                                                                                                                                  • Clothing is the top purchase online
                                                                                                                                    • Figure 24: Types of items/services bought online in the last three months, NI and RoI, November 2019
                                                                                                                                  • Women more engaged in shopping online
                                                                                                                                    • Figure 25: Consumers who have bought clothing/footwear/accessories in the last three months, by gender, NI and RoI, November 2019
                                                                                                                                  • Takeaway food – a growing revenue stream for online markets
                                                                                                                                    • Figure 26: Consumers who have bought takeaway food (eg Deliveroo, Just Eat) in the last three months, by age, NI and RoI, November 2019
                                                                                                                                    • Figure 27: Netted frequency consumers buy takeaway and/or home delivery food, NI and RoI, September 2019
                                                                                                                                  • Online grocery retailing excelling in NI but struggling in RoI
                                                                                                                                    • Figure 28: Consumers who have bought groceries online in the last three months, NI and RoI, November 2019
                                                                                                                                • Online Delivery Methods

                                                                                                                                    • Home delivery is the preferred delivery method
                                                                                                                                      • Figure 29: Types of delivery used by consumers when shopping online in the last three months, NI and RoI, November 2019
                                                                                                                                    • Consumers more likely to opt for home delivery
                                                                                                                                      • Figure 30: Consumers who have had an online purchase delivered to home (eg AddressPal, Amazon Prime) in the last three months, by work status, NI and RoI, November 2019
                                                                                                                                    • Parents more likely to use click-and-collect
                                                                                                                                      • Figure 31: Consumers who have had an online purchase delivered via collection in-store from the retailer (eg click-and-collect), by age of children, in the last three months, by age, NI and RoI, November 2019
                                                                                                                                  • Personal Data and Concerns

                                                                                                                                      • Data breaches continue to concern consumers
                                                                                                                                        • Figure 32: Agreement with statements related to online and mobile retailing, NI and RoI, November 2019
                                                                                                                                      • Affluent consumers more concerned with data breaches
                                                                                                                                        • Figure 33: Consumer agreement with the statement ‘I would be less inclined to shop with a company that has experienced a data breach’, by social class, NI and RoI, November 2019
                                                                                                                                      • Brexit causes concern for online shopping
                                                                                                                                        • Figure 34: Consumer agreement with the statement ‘I am worried that it will be more expensive to buy goods online from UK/NI retailers (RoI consumers only) or from RoI retailers (NI consumers only) post-Brexit’, NI and RoI, November 2019
                                                                                                                                        • Figure 35: Consumer agreement with the statement ‘More NI/RoI based online retailers would encourage me to shop online more often’, NI and RoI, November 2019
                                                                                                                                        • Figure 36: Main reasons for purchasing Irish products, RoI, 2019
                                                                                                                                    • Attitudes Towards Online Shopping

                                                                                                                                        • Free delivery is worth waiting for
                                                                                                                                          • Figure 37: Agreement with statements related to online and mobile retailing, NI and RoI, November 2019
                                                                                                                                        • Older and rural consumers more willing to wait for free deliveries
                                                                                                                                          • Figure 38: Consumer agreement with the statement ‘Cheaper/free delivery charges make me willing to wait a little longer for deliveries’, by age and residence area, NI and RoI, November 2019
                                                                                                                                        • Consumer happy with returns process
                                                                                                                                          • Figure 39: Consumer agreement with the statement ‘I am satisfied with the returns process of online retailers’, NI and RoI, November 2019
                                                                                                                                        • Younger demographics shopping more on-the-go
                                                                                                                                          • Figure 40: Consumer agreement with the statement ‘I have shopped online while on-the-go (ie commuting) more compared to 12 months ago’, by age, NI and RoI, November 2019
                                                                                                                                          • Figure 41: Consumer agreement with the statement ‘I have shopped online while on-the-go (ie commuting) more compared to 12 months ago’, NI and RoI, November 2018-19
                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                        • Data sources
                                                                                                                                          • Generational cohort definitions
                                                                                                                                            • Abbreviations

                                                                                                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                                                                                                            • Consumer

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                                                                                                                                            • Brand/Company

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