Ireland’s e-commerce market continues to grow at a rapid pace, with online shopping becoming an integral part of consumers' daily lives. The latest data from the Irish Central Statistics Office highlights key product categories that have dominated online sales in 2024, offering valuable insights for cross-border sellers looking to expand in the Irish market. Here are the top-performing e-commerce categories that retailers should focus on in 2025.
1️⃣ Clothing, Footwear & Accessories – 77% of Consumers
Fashion remains the undisputed leader in Ireland’s online shopping sector, with a staggering 77% of consumers purchasing clothing, footwear, or accessories online in 2024. Women are the dominant force in this category, accounting for 86% of online purchases.
Young consumers (16-29 years old) exhibit a particularly strong demand, with an online purchase rate exceeding 84%. Women tend to seek variety in their fashion choices, and online shopping provides a vast selection of brands, styles, and price points to meet their preferences. Younger consumers also show a strong inclination towards trendy and emerging brands, making digital channels an essential platform for meeting their demand for instant access to new styles.
2️⃣ Ready-to-Eat Food – Fast Growth, 46% of Consumers
The demand for online food purchases has surged, with 46% of consumers ordering takeaway food online in 2024. Young adults aged 16-29 are the driving force behind this trend, with a purchase rate of 63%.
Households with children also exhibit strong demand, with 52% making online food purchases—significantly higher than the 43% among households without children. This reflects the time constraints of busy parents, particularly dual-income households, who rely on the convenience of online food delivery services and ready-to-eat meals.
3️⃣ Electronics & Accessories – Fast-Growing Category, 30% of Consumers
Consumer demand for electronics has increased significantly, with purchase rates rising from 22% in 2023 to 30% in 2024. The strongest demand comes from middle-aged consumers (30-44 years old), with a purchase rate of 36%, highlighting their need for smart home devices and personal technology products.
While there is little difference between male and female buyers (with purchase rates of 28% and 30%, respectively), this category appeals to both practical and entertainment-driven needs. Consumers in the 30-44 age group, who are more established in their careers and family lives, show a strong preference for high-quality home entertainment systems and functional electronic accessories.
4️⃣ Sports & Fitness Equipment – A Growing Family Trend
Health and fitness are becoming more significant priorities for Irish consumers, particularly families. In 2024, the purchase rate for sports equipment among men was 28%, compared to 21% for women.
Households with children are particularly active in this category, with a 32% purchase rate. This suggests that parents are investing in sports gear or home fitness equipment, such as at-home gym setups, to encourage a healthy lifestyle for their families.
5️⃣ Beauty & Health Products – A Long-Term Investment for Women
Women dominate the beauty and health product market, accounting for 53% of online purchases—far exceeding the 28% purchase rate among men. The highest demand comes from women aged 30-44, with a purchase rate of 45%.
E-commerce platforms offer a wide range of beauty and wellness brands, giving consumers greater access to high-quality products at competitive prices. Health-conscious female consumers, especially in the 30-44 age group, are particularly focused on wellness and personal care, making this an essential category for cross-border retailers to tap into.
Ireland’s e-commerce landscape continues to evolve, with fashion, food, electronics, sports equipment, and beauty products leading the way. For cross-border sellers, understanding these trends presents significant opportunities to tailor product offerings to Irish consumers’ preferences.
As the demand for convenience, variety, and quality continues to shape consumer behaviour, businesses that adapt to these trends will thrive in Ireland’s growing digital marketplace. 🚀
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Reference:
CSO (2024) https://www.cso.ie/en/releasesandpublications/ep/p-isshdcb/householddigitalconsumerbehaviour2024/
