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ONLINE AND MOBILE RETAILING-IRELAND-MARCH 2018

Published By :

Mintel

Published Date : Mar 2018

Category :

ICT

No. of Pages : N/A

While the majority of Irish consumers find it easier to shop online via a standard website compared to a dedicated app, difficulties encountered during the checkout phase often lead consumers to abandon an online purchase. This indicates that there remains scope for retailers to further improve website navigation and payment facilities to improve the online shopping experience for consumers and to boost conversion rates.

Table of contents
OVERVIEW
What you need to know
Issues covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated online and mobile retail expenditure, NI and RoI, 2013-18
Forecast
Figure 2: Indexed estimated online and mobile retail expenditure, NI and RoI, 2013-23
Market factors
UK the leading e-commerce market in the EU
RoI firms receiving the most online orders in the EU
Multi-device ownership makes reaching consumers online harder for retailers
Companies, brands and innovations
The consumer
Consumers most likely to shop online at home
Figure 3: Usage of devices to shop online in the last 12 months, NI and RoI, November 2017
Fashion the main items bought online
Figure 4: Types of items/services bought online in the last 12 months, NI and RoI, November 2017
Home deliveries remain the main delivery method
Figure 5: Types of delivery used by consumers when shopping online in the last 12 months, NI and RoI, November 2017
Most consumers do not return items ordered online
Figure 6: Returning goods bought online in the last 12 months, NI and RoI, November 2017
Figure 7: How consumers rate their overall level of satisfaction with the returns process, NI and RoI, November 2017
Free postage remains important to Irish consumers
Figure 8: Agreement with statements related to online and mobile retailing, NI and RoI, November 2017
What we think
THE MARKET – WHAT YOU NEED TO KNOW
Sales via online and mobile channels to continue growing in 2018
UK remains the top e-commerce market in Europe
EU consumers buying goods online from RoI firms
Multiple device ownership a challenge for retailers
MARKET SIZE AND FORECAST
Online sales to grow in 2018
Figure 9: Estimated online and mobile retail expenditure, IoI, NI and RoI, 2013-23
Figure 10: Proportion of total retail sales made online, UK (including NI), 2011-17
Growth in online retailers’ sales expected to continue
Figure 11: Indexed estimated online and mobile retail expenditure, NI and RoI, 2013-23
MARKET DRIVERS
UK is Europe’s top e-commerce market
Figure 12: Online purchases in selected European Union markets, 2017
Rural SMEs most likely to think internet connection is poor
Figure 13: How SMEs rate Irish broadband speed and reliability, RoI, October 2017
Figure 14: Improvements SMEs have seen to their internet infrastructure’s speed and reliability in the last 12 months, RoI, October 2017
National Broadband Plan in RoI delayed further
RoI has highest proportion of firms receiving online orders in the EU
Figure 15: Percentage of firms that have received orders via their website or app in selected European Union markets, 2016
Figure 16: Percentage of firms that have sold goods online to other selected European Union markets, 2016
Transport costs a barrier to selling goods to other EU markets
Figure 17: Top five barriers to selling goods online to other EU member states, 2016
High device ownership provides opportunities for retailers
Figure 18: Ownership of or access to mobile technology devices, NI and RoI, 2017 and 2018
Irish consumers continue in-store browsing and online purchasing
Figure 19: Agreement with the statement ‘I prefer to look at a product in-store and then buy it online’, NI and RoI, 2017 and 2018
New data protection laws will have implications for online retailers
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Amazon looks to extend its ‘real-world’ consumer interactions
New stores could help Harvey Norman grow online orders
eBay dropping PayPal as payments processing partner
WHO’S INNOVATING?
Touch it, buy it
The Treasure Truck visits the UK
Smashbox launches chatbot feature in the UK to encourage product trial
COMPETITIVE STRATEGIES
Pureplay retailers
Amazon
Key facts
Green light for Amazon Go?
ASOS
Key facts
ASOS launching ‘try before you buy’ and same-day delivery
eBay
Key facts
eBay dropping PayPal as payment processing partner
eBay completes acquisition of Terapeak
Shop Direct Group (Littlewoods Ireland)
Key facts
Sixth consecutive record-breaking Christmas for Shop Direct
Multichannel retailers
Arnotts
Key facts
Dunnes
Key facts
Harvey Norman
Key facts
Harvey Norman looking to grow its store network in RoI
Next
Key facts
Sainsbury’s (NI only)
Key facts
Argos
Sainsbury’s trials first 30-minute click-and-collect
Tesco
Key facts
Tesco speeds up home delivery services
THE CONSUMER – WHAT YOU NEED TO KNOW
Laptops and desktops remain the devices of choice for shopping online at home
Consumers most likely to buy clothing and travel-related services online
Irish consumers show strong preference for home deliveries
Data security remains a concern for online shoppers
DEVICES USED TO SHOP ONLINE
Home remains the preferred online shopping location
Figure 20: Usage of devices to shop online in the last 12 months, NI and RoI, November 2017
Late Gen-Xers most likely to buy goods online using a laptop or desktop
Figure 21: Usage of desktop/laptop computers to shop online while at home, by age, NI and RoI, November 2017
Students shopping online via smartphone when out of home
Figure 22: Use of smartphones to shop online in the last 12 months, by gender and work status, NI and RoI, November 2017
ITEMS PURCHASED ONLINE
Clothing remains the top item bought online
Figure 23: Types of items/services bought online in the last 12 months, NI and RoI, November 2017
Women and parents buying clothes online
Figure 24: Consumers who have purchased clothing, footwear and accessories online in the last 12 months, by gender and presence of children in the household, NI and RoI, November 2017
Millennials buying physical and digital media content
Figure 25: Consumers who have streamed or downloaded books/music/movies/games downloads (including rentals) online in the last 12 months, by age, NI and RoI, November 2017
Booking travel services online appeals to affluent consumers
Figure 26: Consumers who have purchased travel services (eg flights, holiday packages, hotels) online in the last 12 months, by age and social class, NI and RoI, November 2017
DELIVERY METHODS USED
Home deliveries preferred for online purchases
Figure 27: Types of delivery used by consumers when shopping online in the last 12 months, NI and RoI, November 2017
Home deliveries appeal to women, particularly in RoI
Figure 28: Consumers who have had goods purchased online delivered to home, by gender, NI and RoI, November 2017
Retailer click-and-collect points popular among married NI consumers
Figure 29: Consumers who have collected goods purchased online in-store from the retailer that they bought from, by marital status, NI and RoI, November 2017
RETURNING GOODS BOUGHT ONLINE
Most consumers do not return goods bought online
Figure 30: Returning goods bought online in the last 12 months, NI and RoI, November 2017
Returning online purchases highest among younger consumers
Figure 31: Consumers who have returned goods purchased online in the last 12 months, by gender and age, NI and RoI, November 2017
High satisfaction with online returns process
Figure 32: How consumers rate their overall level of satisfaction with the returns process, NI and RoI, November 2017
Rural most satisfied with returns process
Figure 33: Consumers rating the returns process as ‘very good’, by location, NI, November 2017
Figure 34: Consumers rating the returns process as ‘very good’, by location, RoI, November 2017
ATTITUDES TOWARDS ONLINE AND MOBILE RETAILING
Price of delivery remains important to consumers
Figure 35: Agreement with statements related to online and mobile retailing, NI and RoI, November 2017
Free postage has broad appeal
Figure 36: Agreement with the statement ‘I am willing to wait longer for deliveries if it means cheaper/free postage’, by gender, NI and RoI, November 2017
Figure 37: Agreement with the statement ‘I would be willing to pay an annual/monthly postage fee that ensured next-day delivery (eg Amazon Prime)’, by gender, NI and RoI, November 2017
Data security remains important to Irish online shoppers
Figure 38: Agreement with the statement ‘I would be less inclined to shop with a company that has experienced a data breach’, by age, NI and RoI, November 2017
Over-35s prefer shopping on standard websites
Figure 39: Agreement with the statement ‘I find it easier to shop via a standard website compared to a dedicated app’, by age, NI and RoI, November 2017
More Ireland-based retailers online appeal to parents
Figure 40: Agreement with the statement ‘I would shop online more if there were more NI/ RoI-based online retailers’, by presence of children in the household, NI and RoI, November 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Market size rationale
Generational cohort definitions
Abbreviations

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