• MallowPromo
• September 21, 2025

Ireland’s eCommerce Pulse: What the An Post Index Reveals for Retailers

Online shopping in Ireland is not just growing—it’s maturing. The recent eCommerce Index by An Post, conducted with IPSOS/Behaviour & Attitudes across 2023‑24, provides an essential snapshot of where consumers are buying, what they value, and how retailers can prepare for peak sales periods. The data gives Irish businesses a well of insight for strategy, operations, marketing, and customer service as they prepare for peak trading (October–December) and beyond.

Methodology: How the Research Was Done

• Four waves of consumer surveys (Adults 16+) spanning 2023 and 2024.
• About 1,500 respondents per wave.
• Samples controlled & weighted by age, gender, socio‑economic class, region to be representative of the adult population in the Republic of Ireland.
• Waves conducted on: Apr‑May 2023; Aug 2023; Nov‑Dec 2023; Mar 2024.

This ensures both temporal breadth (covering seasonal effects) and demographic representativeness.

Key Findings

High Engagement & Increasing Frequency

• 95% of Irish adults shopped online in 2023.
• Frequency has grown especially among younger demographics. For example, 33% of 16‑24 year‑olds shopped online weekly; 29% of 25‑34 year‑olds do likewise.
• Online shopping frequency increases significantly in the second half of the year (around peak trading time).

What Drives Consumers & What Matters

• Convenience, breadth of choice, and delivery times are critical factors for consumers when choosing where to shop.
• Clarity around delivery timelines, size guides, and transparency (no hidden fees) is increasingly expected.

Where People Buy

• Retailer websites/apps and marketplaces remain dominant.
• Social media purchasing is growing—especially among younger consumers. For example, 19% of 16‑24 year‑olds buy beauty/clothing via social media profiles.
• Instagram and TikTok are rising among under‑35s; older groups stick to websites/apps.

Top Product Categories & Seasonal Peaks

• Clothing remains the top category.
• Growth categories: toys, electronics, jewellery (especially at Christmas).
• 94% of adults plan to shop during Oct‑Dec.
• Within Irish sites: toys (90%) and gift vouchers (93%) dominate Christmas gifts.
• 44% use Irish sites for faster delivery.

Loyalty, Preferences & Emerging Expectations

• Over one‑third only buy from Irish‑based websites.
• 61% value ethical credentials; 52% value sustainability/environmental factors.
• 79% of purchases are under €100 (sweet spot €25‑49).
• 56% influenced by deals/discount codes (esp. 16‑44 year olds).
• Social media ads and influencers strongly affect younger shoppers.
• 58% say guaranteed delivery dates would boost spending.
• 50% say returns are difficult.
• 42% of 16‑24 year‑olds have at least one subscription service.

What Irish Businesses Should Do: From Insight to Action

1. Prioritise Customer Experience (CX)

• Show delivery timelines, dates, and size guides on product pages.
• Offer transparent, easy return policies.
• Speed up fulfilment (same‑day packing where possible).

2. Leverage the “Irish‑ness”

• Highlight Irish base (no customs/import fees, faster delivery).
• Use local trust messaging in marketing.

3. Optimise for Younger Audiences

• Partner with influencers; invest in Instagram/TikTok.
• Offer online‑exclusive deals & discount codes.

4. Omni‑Channel & Hybrid Models

• Enable seamless online ↔ in‑store shopping.
• Use apps and websites to broaden reach.

5. Build Trust via Sustainability & Ethics

• Showcase eco‑friendly packaging, sourcing, and ethical supply chains.
• Be transparent with environmental reporting.

6. Promotional Planning Around Peak

• Plan strong Black Friday/early Christmas promotions.
• Ensure infrastructure (website, logistics, CX) is peak‑ready.

7. Subscription & Loyalty Models

• Explore subscriptions for products/services.
• Offer loyalty perks for repeat customers.

Forecasts & Looking Forward

• Peak season (Oct‑Dec) will continue to be the main driver of online retail activity.
• Social media influence will expand further.
• Speed, transparency, and ethical credentials will become baseline expectations, not optional add‑ons.

Conclusion

The An Post eCommerce Index paints a clear picture: Irish consumers want convenience, trust, value, and speed. Businesses that align with these expectations—and prepare early—are best positioned for peak trading success. Whether established or new to online retail, every Irish business can benefit from these insights.

“What sets winning eCommerce apart is not just what you sell, but how you sell it.”