Irish online shopping habits revealed: more than half are done by mobile phone

Almost half of all online purchases made in Ireland last year were via a mobile device – the second highest rate in Europe after the UK – amid a shopping boom on Internet powered by Covid restrictions on physical stores.

Obile purchases accounted for 45.2% of online sales in 2021, according to a Europe-wide study conducted by Conjura, a Dublin-based data analytics platform for the e-commerce industry, in partnership with the brand. RetailX research.

The UK had the highest share of online purchases made by mobile, at 54.5%, according to the 2022 report on the region of e-commerce in Europe.

The percentage of internet users who shopped online in Ireland last year rose from 68% to 70%. This figure, however, was still well below the UK level of 81%.

More than 19% of all retail sales in Ireland took place online, the fourth highest online revenue distribution of the 34 European countries analyzed for the report. This compares to 31.8pc in the UK, 8.4pc in Portugal and just 3.7pc in Serbia.

Despite the increase in online shopping during Covid, European e-commerce businesses are facing significant challenges, such as slowing economic growth, soaring inflation, the energy crisis and obstacles to the supply chain, Conjura warned.

Soaring costs and shortages of materials and shipping containers are driving up prices that are being passed on to online shoppers, said Fran Quilty, founder of Conjura.

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