New research suggests that Irish consumers continue to place significant trust in established websites when shopping online. The survey, carried out by Core Research on behalf of .ie, found that three in four people prefer to make purchases through traditional websites rather than social media platforms. Almost three in five respondents also said they were more likely to buy from a retailer using a .ie domain.
The study involved 1,000 adults and highlights that while international registrations account for around 11 percent of .ie domain holders, the majority are still Irish businesses, individuals and community groups. Although websites remain the preferred place to shop, usage of online stores on Facebook, Instagram and TikTok continues to rise.
David Curtin, CEO of .ie, cautioned that identity verification remains a challenge on social media marketplaces. He noted that consumers should ensure they know who they are dealing with and carry out basic checks before buying. The findings show that people view online safety as a shared responsibility. Around 23 percent believe shoppers themselves hold the main responsibility, while others point to regulators, banks and payment providers as also having important roles.
More than one in five respondents reported being a victim of an online shopping scam, while one in four expressed significant concern about the risk of fraud. Curtin said that long standing advice still applies, emphasising that offers which look too good to be true usually are.
Price remains the most influential factor for over 90 percent of consumers when making purchasing decisions. However, personal recommendations and online reviews also carry weight, with one third relying on advice from friends and family and 64 percent paying attention to reviews posted online.
The research also highlights the increasing visibility of artificial intelligence in online shopping. One in five people said AI based recommendations influence their decisions. Curtin noted that consumers remain cautious, with only 1 percent saying they trust influencers and limited confidence in AI platforms at this stage. He added that search engines and AI tools are becoming more closely integrated, which may change shopping behaviour in future.
Disclaimer: This article is based on publicly available information and is intended for general guidance only. While every effort has been made to ensure accuracy at the time of publication, details may change and errors may occur. This content does not constitute financial, legal or professional advice. Readers should seek appropriate professional guidance before making decisions. Neither the publisher nor the authors accept liability for any loss arising from reliance on this material.
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