Let’s take a look at the biggest shifts in Irish shopping habits and what it means for retailers in 2025.
Online Shopping Is Booming, and Mobile Is Leading the Charge
Shopping online has become something of a voluntary decision more than a secondary one. People in Ireland are more or less shopping online, be it groceries, clothes or high end gadgets. According to a new study, Irish people are making 2% more use of online shopping than they did in 2024 (Reference from: Independent.ie). Speaking of which, the real action has been happening over mobile shopping.
Mobiles are more convenient and flexible to use than desktop devices. Thus, people like to prefer it more than desktop. The winners are brands that optimize their websites and apps for mobile users.
Social media should not be forgotten. Instagram and TikTok are now in full blown shopping hubs. People scroll, see a cool trendy product on social media and boom, one click later, it’s on their doorsteps.
The integration of Augmented reality (AR) is another factor contributing to the changing shopping behaviour among Irish consumers. Augmented Reality is now being used by big brands to allow customers to ‘try before they buy’. Want to visualize the couch in your living room before purchasing it? AR lets you do that in fact it cuts down return rates too.
Everyone Loves a Bargain – Deals Matter More Than Ever
Increasing inflation together with higher living expenses has made Irish consumers wiser about how they spend their money. Hunting for deals, using coupon codes, and stacking loyalty rewards have become their second nature. The cost-of-living crisis has prompted up to 53% Irish consumers to increase their voucher and money-off coupon usage according to research (Reference from Forecourtretailer)
Websites that offer brand’s coupon codes and discount deals through affiliate programs are seeing a surge in popularity. Shoppers always look for promotional offers as a way to save more. Big retailers have noticed this and now provide special discounts through apps, email newsletters, and rewards programs.
Subscriptions & "Buy Now, Pay Later" Are Getting More Popular
Subscriptions are popping up everywhere, from streaming platforms to meal delivery, the concept of paying a fixed monthly or yearly amount for convenience and savings is a big hit among busy Irish households.
The Buy Now Pay Later (BNPL) market in Ireland is expected to grow by 14.6% in 2025, reaching around $1.33 billion (Reference from Businesswire). These services offered by Firms like Klarna and Afterpay have made it simple for customers to get what they need without paying everything at once. With lower (or no) interest, easy approvals, and the ability to split payments, this approach is a big hit among the younger population. Retailers that educate their customers about smart BNPL use are building stronger relationships and credibility.
Prices Are Going Up, and People Are Changing How They Shop
With inflation in the mix, people are prioritizing value over impulse buys which means they are considerate about where their products come from and how they impact the environment. More preference is given to shopping from local businesses and thrift purchasing. Sustainability is no longer accepted until brands are open and honest about their production and sourcing. According to Statista, In 2024, the most common way people in Ireland tried to help the environment was by choosing more sustainable products or ones with a smaller impact on the climate. 43% of those surveyed said they did this. Another 41% said they were more mindful about what they bought in general because they wanted to cut down on their overall consumption. Thus, value for money is now a top priority, and people are looking beyond just the price tags.
Shopping Online and In-Store Are Now a Package Deal
Online shopping is huge now, but a lot of Irish shoppers still like a mix of both online and in-store experiences. Almost 46% of Irish shoppers aren’t as interested in online shopping anymore, and 6 out of 10 say they enjoy shopping in stores more than buying online. (Reference from Newstalk) That’s why services like click-and-collect are so popular. They let people shop online but pick up their orders in-store when it suits them.
Retailers are also getting creative to bring people into stores. App-only discounts give shoppers a reason to visit in person, and in-store QR codes make it easy to scan and get special offers or product details on the spot.
Customer service is changing too. Online, AI chatbots handle quick questions, while in-store, friendly staff are there to help with advice.
At the end of the day, the brands that make online and in-store shopping feel seamless are the ones winning over the trust of Irish shoppers.
