2021
0
Ireland Online Mobile Retailing Market Report 2021
2021-04-09T04:09:51+01:00
OX1043507
1495
136430
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"},{"name":"Smartphones","url":"https:\/\/store.mintel.com\/industries\/technology\/smartphones"}]
Report
en_GB
“COVID-19 has drastically propelled consumers’ engagement with online shopping. As a result of store closures and mounting anxiety about in-store shopping, more shoppers moved online and there has been significant…

Ireland Online Mobile Retailing Market Report 2021

£ 1,495 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Ireland Online Mobile Retailing market, including the behaviours, preferences and habits of the consumer.

Prior to COVID-19, ecommerce was already well engaged in NI and picking up pace in RoI, however, 2020 saw a dramatic increase in online sales with grocery retailing a fast-growing category. This is driven by both new consumer entrants and existing purchasers buying more. Indeed, some 40% of NI and 25% of RoI consumers had bought groceries online in the three months to January 2021 – a significant increase from 2020’s usage of online groceries (32% NI, 13% RoI).

Store closures and social distancing measures resulted in consumers feeling anxious about in-store shopping and as such encouraged greater activity with online shopping, particularly among older consumers. This necessary switch to online has resulted in 54% of NI and 57% of RoI consumers agreeing that ‘COVID-19/coronavirus has made me more confident shopping online’ with four in 10 going as far as to say, ‘If possible, I would do all of my shopping online’. This has resulted in a permanent gain for ecommerce and will likely last for many years to come.

Brexit remains one of the biggest threats to the online market in Ireland, particularly RoI. Goods now travelling from mainland UK will be subject to more checks at the Irish sea border with retailers having to ensure proper, and in many cases lengthy, declarations are completed. UK companies selling into the EU including RoI now must register and file quarterly declarations, provide additional paperwork and customers may face custom fees/taxes upon delivery. This will no doubt raise prices within eight in 10 RoI and 67% of NI consumers ‘worried that it will be more expensive to buy goods online post-Brexit’.

Read on to discover more details or take a look at all of our Ireland market research.

Quickly understand

  • The impact of COVID-19 on consumer behaviour and ecommerce.
  • The impact of Brexit and concerns surrounding delivery and custom fees to Ireland.
  • The categories benefiting from the boost of online shopping and those struggling.
  • The opportunities and threats for the online retail market going forward.
  • Mobile technology trends in retail.
  • Online fashion retail trends.

Expert analysis from a specialist in the field

Written by Emma McGeown, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has drastically propelled consumers’ engagement with online shopping. As a result of store closures and mounting anxiety about in-store shopping, more shoppers moved online and there has been significant infrastructure investment to support future demands. The future of ecommerce looks promising, though online is not immune to fragile consumer confidence and could see a slowdown as the economy grapples with the financial implications of the pandemic.


Emma McGeown - Research AnalystEmma McGeown
Food & Drink Analyst

 

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • COVID-19: market context
    • Issues covered in this Report
  2. Executive Summary

    • The market
    • Online sales boom in 2020
      • Figure 1: Estimated online and mobile retail expenditure, NI and RoI, 2016-26
      • Figure 2: Expected impact of COVID-19 on online and mobile retailing, short, medium and long term, 19 March 2021
    • Concerns mount that Brexit will cause price hikes
    • Online demand threatens the high street
    • Who’s innovating?
    • The consumer
    • Laptop/desktop and smartphone usage narrows for online shopping
      • Figure 3: Usage of devices to shop online in the last three months, by location, NI and RoI, January 2021
    • Clothing was the most purchased item online
      • Figure 4: Items/services bought online in the last three months, NI and RoI, January 2021
    • Data breaches and privacy concerns need to be addressed
      • Figure 5: Agreement with statements related to online and mobile retailing, NI and RoI, January 2021
    • What we think
  3. The Market – Key Takeaways

    • Online sales boom in 2020
    • Brexit adds to uncertainty with consumers worried about price hikes
    • Online demand threatens the high street
  4. Market Size and Forecast

    • Short-, medium- and long-term impact on the industry
      • Figure 6: Expected impact of COVID-19 on online and mobile retailing, short, medium and long term, 19 March 2021
    • Lockdown:
    • Re-emergence:
    • Recovery:
    • Online shopping boost sees sales soar in 2020
      • Figure 7: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2016-26
      • Figure 8: Online sales as a percentage of all retail sales, Q1 2019-Q4 2020
      • Figure 9: Indexed online and mobile retail expenditure, NI and RoI, 2016-26
    • Lessons learned from the last recession
      • Figure 10: Estimated value of online and mobile retail sales, NI and RoI, 2008-12
  5. Market Drivers

    • Brexit causes price hike concerns
      • Figure 11: Agreement with the statement ‘I am worried that it will be more expensive to buy goods online from NI/Irish retailers post-Brexit’, NI and RoI, January 2021
    • Consumer confidence is fragile, and spending continues to slow
      • Figure 12: Consumer agreement with the statements ‘I’m trying to add to my savings’ and ‘I’m finding it harder to make ends meet’, IoI, June 2020 and January 2021
    • At-home purchases increase in 2021
      • Figure 13: Netted online purchases in the last three months, by location, NI and RoI, November 2019 vs January 2021
    • Online shopping boom brings more struggles to the high street
      • Figure 14: Consumer agreement with the statements ‘I am shopping more online’ and ‘I am using click-and-collect more’, IoI, March 2020-February 2021
    • Smartphone purchases on par with desktop/laptop computers
      • Figure 15: Devices used to make a purchase online in the last three months, NI and RoI, January 2021
      • Figure 16: Usage of devices to shop online in the last three months, NI and RoI, 2016-21
    • 5G usage remains low
      • Figure 17: Consumers who are currently using a 5G network, NI and RoI, April 2020
      • Figure 18: Reasons why consumers would switch to a 5G network, NI and RoI, April 2020
  6. Companies and Innovations – Key Takeaways

    • Group shopping trips move online
    • Tesco drone deliveries get trialled in Ireland
    • AI becomes vital during the pandemic
  7. Who’s Innovating?

    • Group shopping trips move online
    • Google provides online help to SMEs in Ireland
    • Tesco drone deliveries get trialled in Ireland
    • Assisting the vulnerable via online solutions
      • Figure 19: Disagreement with the statement ‘COVID-19/coronavirus has made me more confident shopping online’, by age, NI and RoI, January 2021
    • AI expected to cut down on returns
  8. Company Profiles

    • Pureplay retailers
    • Amazon
    • ASOS
    • Boohoo
    • eBay
    • The Very Group
    • Multichannel retailers
    • Arnotts
    • Harvey Norman
    • Next
    • Sainsbury’s/Argos
    • Tesco
  9. The Consumer – Key Takeaways

    • Laptop/desktop and smartphone usage narrows for online shopping
    • Clothing was by far the most purchased item online
    • Data breaches and privacy concerns need to be addressed
  10. COVID-19 and Consumer Behaviours

    • COVID-19 curbs on-the-go shopping
      • Figure 20: Agreement with statements related to online and mobile retailing, NI and RoI, January 2021
      • Figure 21: Consumer agreement with the statement ‘I am shopping more from local businesses’, IoI, March 2020-February 2021
    • COVID-19 prompts more confidence with online shopping
      • Figure 22: Agreement with statements related to online and mobile retailing, NI and RoI, January 2021
      • Figure 23: Consumers who are spending more or less time online shopping compared to 12 months ago, NI and RoI, January 2021
  11. Devices Used to Shop Online

    • Laptop/desktop device most popular for at-home purchases
      • Figure 24: Usage of devices to shop online in the last three months, by location, NI and RoI, January 2021
    • Younger consumers more likely to use smartphones
      • Figure 25: Consumers who used a smartphone to make a purchase online at home in the last three months, by age, NI and RoI, January 2021
      • Figure 26: Consumers who used a laptop/desktop to make a purchase online at home in the last three months, by age, NI and RoI, January 2021
    • Out-of-home online shopping decreases amongst most devices
      • Figure 27: Online purchases made out of home in the last three months, by device, November 2019 vs January 2021
  12. Items Purchased Online

    • Clothing remains the top purchase made online
      • Figure 28: Items/services bought online in the last three months, NI and RoI, January 2021
    • Women were more likely to buy clothes online
      • Figure 29: Consumers who have bought clothes online in the last three months, by gender, NI and RoI, January 2021
      • Figure 30: Consumer comfort levels with trying on clothing/footwear in-store, IoI, July-November 2020
    • Travel services and entertainment purchases online are down
      • Figure 31: Consumers who have bought entertainment tickets (eg cinema, concerts) and travel services (eg flights, hotels) in the last three months, NI and RoI, November 2019 vs January 2021
      • Figure 32: Activities that consumers are most looking forward to once the current social distancing measures are relaxed, IoI, February 2021
    • Takeaway food purchases made online increased in 2020
      • Figure 33: Consumers who have bought takeaway food/home delivery in the last three months, NI and RoI, November 2019 vs January 2021
      • Figure 34: Consumer agreement with the following question ‘Since the COVID-19 outbreak, have your priorities changed for eating healthy?’, IoI, May 2020 and February 2021
  13. Online Delivery Methods

    • Almost nine in 10 consumers using home delivery
      • Figure 35: Types of delivery used by consumers when shopping online in the last three months, NI and RoI, January 2021
    • Home deliveries driven by older consumers
      • Figure 36: Consumers who have had a product delivered to their home (eg AddressPal, Amazon Prime) in the last three months, by age, NI and RoI, January 2021
      • Figure 37: Consumers who have bought takeaway food/home delivery in the last three months, NI and RoI, November 2019 vs January 2021
  14. Behaviours towards Online and Mobile Retailing

    • Brexit causes significant concerns
      • Figure 38: Agreement with statements related to online and mobile retailing, NI and RoI, January 2021
    • Eight in 10 would delay deliveries for free postage
      • Figure 39: Agreement with the statement ‘Cheaper/free delivery charges make me willing to wait a little longer for deliveries’, by gender, NI and RoI, January 2021
    • Environmental concerns see consumers move away from physical goods
      • Figure 40: Agreement with the statement ‘I think it’s more environmentally friendly to opt for digital over physical media’, NI and RoI, January 2021
    • Data breaches put off seven in 10 consumers
      • Figure 41: Agreement with the statement ‘I would be less inclined to shop with a company that has experienced a data breach’, by work status, NI and RoI, January 2021
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Data sources
    • Abbreviations

About the report

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch