As costs soar, doors open for retail subscription models. Social commerce is shattering traditional barriers, while delivery methods explore greener horizons.
Sam Fryers, Research Analyst – Ireland
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Executive Summary
- Opportunities for Online and Mobile Retailing
- Rising costs create value opportunities for subscription models
- Social commerce levels the playing field
- Delivery methods and services must promote sustainability
- Unlocking silver shoppers
- Market dynamics and outlook
- The five-year outlook for online and mobile retailing
- Online market continues to mature across Ireland…
- Faster growth in RoI
- Online share for department stores and household equipment grows steadily
- Graph 1: turnover generated by online sales for selected retail sectors, 2022-24
- Inflation plateauing in both regions…
- Graph 2: CPI inflation rate, 2019-24
- … but the price of essential goods is still an issue in 2024
- The new normal
- Harnessing social commerce
- Balancing sustainability with consumer needs
- What consumers want and why
- Mobile-friendly sites deliver success
- Online shopping frequency poised to grow
- Younger demographics lead the charge
- Homogenous growth across categories year-on-year
- Omnichannel to mitigate purchasing risk
- Consumers look online to cut costs to the bone…
- … and NI consumers are more satisfied with the process
- Value-added subscription models
- Scope for local brands to invest in online infrastructure
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Market Dynamics
- Market size
- Online retail set to flourish in RoI
- RoI lacks online retail maturity and infrastructure, but has potential to grow
- Graph 3: total retail sales generated by online sales turnover, 2019-24
- Online holds firm against traditional retail in the UK
- Graph 4: online sales as a percentage of all retail sales, 2019-24
- Market forecast
- Graph 5: estimated online and mobile retail expenditure, RoI and NI, 2019-28
- Purchasing power still weakened by price of essential goods
- Market drivers
- Falling inflation rate offers hope
- Graph 6: CPI inflation rate, 2019-24
- Consumer finances slowly recovering
- Graph 7: current financial situation, ‘Healthy’ or ‘OK’, 2022-23
- Consumers turn to online retailing to access the best prices
- Graph 8: how consumers rate their current financial situation compared to 12 months previously, 2022/23
- Widespread credit usage a symptom of high living costs
- Graph 9: credit options used when buying products online in the last three months, RoI and NI, 2023
- BNPL a polarising credit option
- Historically low unemployment means a wider distribution of economically active
- Graph 10: unemployment rates, 2021-23
- Population of over-65s is growing
- Graph 11: total population, by age, 2011/21
- Graph 12: total population by age, 2011/22
- New legislation for online and mobile retailers
- Irish Government launches Online Retail Scheme
- 24/7 retail grows with device ownership
- Graph 13: device ownership, 2019-24
- Falling consumption moderates spending
- Graph 14: consumer consumption, 2022-25
- Online sales’ lockdown momentum eases
- Graph 15: internet sales as a percentage of total retail sales, 2019-23
- Cash payments in decline
- Graph 16: use of cash as a percentage of all payments, 2007-22
- Social commerce soars with Open Banking
- EU targets climate-neutral by 2050
- Environmental concern varies regionally
- Graph 17: consumers concerned about the environmental impact of shopping online, 2022-23
- As the cost of living and political instability eases, environmental concern is expected to rise
- Fuel prices encourage online shopping, but puts pressure on delivery services
- Graph 18: consumer price index of petrol, 2015-23
- Graph 19: consumer price index of diesel, 2015-23
- Couriers look to EV options in the face of higher cost-per-mile
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What Consumers Want and Why
- Devices used to shop online
- Irish online retail negligence at less than one in every twenty
- Graph 20: consumers with access to an internet enabled device who have purchased products online in the last three months, RoI and NI 2023
- Ecommerce should be a key consideration in retailer strategy
- Graph 21: device ownership, 2019-24
- Familiarity and trust is key to unlocking 55+ demographic
- Frequency of online shopping
- NI exhibit frequent shopping behaviour
- Graph 22: frequency of shopping online, 2023
- Both regions turning to more-frequent online shopping
- Millennials most comfortable spending money online…
- Graph 23: consumers who shop once a week or more, by generation, RoI and NI, 2023
- … but online retailers should prepare for Gen Z and Alpha as their purchasing power materialises
- Remote workers more likely to engage in retail therapy
- Graph 24: frequency of shopping online, by work-from-home status, RoI and NI, 2023
- Online products purchased
- Two thirds buying clothing and accessories through online channels
- Graph 25: items purchased online in the past three months, 2023
- Notable growth across nearly all categories
- Women enjoy shopping online for clothing and beauty/personal care items (BPC)
- Homogenous uptake across female age groups in clothing categories
- Graph 26: women who have bought clothing/footwear/accessories online in the past three months, by age, RoI and NI, 2022 and 2023
- Growing the online BPC opportunity in younger age groups
- Embrace omnichannel retail to accommodate both impulsive and considered purchases
- Don’t exclude older demographics
- Online food ordering landing with parents and young people
- Graph 27: takeaways and groceries ordered online, RoI and NI, 2023
- Convenience a powerful driver
- Attitudes towards Online and Mobile Retailing
- Consumers are willing to compromise on delivery times for a lower fee
- Frequent online shopping behaviours challenge tolerance of delivery fees
- More turn to premium subscription models to save
- Graph 28: usage of premium-priced delivery services, by frequency of online shopping, RoI and NI, 2023
- UK’s subscription cull signals the importance of free trials
- Graph 29: impact of the cost-of-living crisis on subscriptions, 2023
- Aiding the risk adverse
- Creating value through premium subscription models and communities
- Online channels as a price comparison tool
- Scope to invest in returns, online checkouts and sustainability
- Graph 30: agreement with statements related to online and mobile retailing, RoI and NI, 2023
- Red tape limiting RoI’s online retail boom
- Spotlight on supporting local
- Fuel prices warrant investment in decarbonised fleets and collection spots
- Third-party partnerships offer an avenue for same-day delivery
- Sustainability concerns recover in RoI, but weaken in NI
- Graph 31: consumer concern about the environmental impact of shopping online, NI and RoI, 2021-23
- Less plastic, less guilt
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Competitive landscape
- Companies and brands
- Amazon – key facts
- Amazon – recent developments
- Arnott’s – key facts
- Arnott’s – recent developments
- ASOS – key facts
- ASOS – recent developments
- BPerfect Cosmetics – key facts
- BPerfect Cosmetics – recent developments
- Depop – key facts
- Depop – recent developments
- Dunnes Stores – key facts
- Dunnes Stores – recent developments
- eBay – key facts
- eBay – recent developments
- Tesco – key facts
- Tesco – recent developments
- The Very Group – key facts
- The Very Group – recent developments
- Launch activity and innovations
- Amazon.ie to launch in 2025
- Drone deliveries in Blanchardstown
- Food delivery pioneering the last-mile autonomous revolution
- DPD expands fully electric fleet to third city in Ireland
- Very launches mobile app with interest-free payment option
- Amazon Europe ditches plastics in push for sustainable packaging solution
- Fashion brands introduce returns fees
- ZARA and more offer resale and repair
- eBay tries to bring fashion’s circular revolution to furniture
- Technology enhancing the online experience
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Appendix
- Supplementary data
- Market size and forecast: underlying data
- Report scope and definitions
- Market definition
- Generations
- Abbreviations and terms
- Methodology
- Consumer research methodology
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