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Ireland is a leading market for British retailers, says Royal Mail

A new study commissioned by Royal Mail has found that 81% of shoppers in Ireland buy goods from UK-based online retailers.

The study, part of Royal Mail’s Delivery Matters series, asked over 1,500 online shoppers in Ireland about their shopping habits and preferences. On average, Irish online shoppers spend €85 (US$105) per month with 51% of purchases consisting of clothes, compared to 45% in the UK.

Almost half (48%) of shoppers in Ireland make purchases via their smartphone, compared to 33% of shoppers in the UK. This is reflected in Ireland’s position as having the cheapest mobile data in the whole of Europe.

Ireland’s online shoppers choose to shop from UK websites because of price (45%), availability (42%) and quality (16%). Almost half are likely to choose a UK online retailer while they shop generally, compared to 34% who seek out a specific website.

Delivery satisfaction is a strong driver of repeat purchases for Ireland’s online shoppers, with 94% stating that they are more likely to shop with an online retailer again if they are satisfied with the delivery. Online marketplaces are also thriving in Ireland, with 78% of respondents using them.

A spokesperson for Royal Mail said, “Ireland is an ideal first-step export market for UK businesses looking to dip their toes into overseas markets. They are in the same time zone, speak English, have a strong transport infrastructure and consumers have a positive perception of British quality.

“For retailers looking to export to Ireland, mobile optimization should be a top priority to target the high proportion of smartphone shoppers. Ireland’s shoppers use their smartphones far more than any other device and more than any other countries in Europe.”

March 20, 2018

Written by Kirstie Pickering


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