Each week we ask our trusted Insights panel of parents a key question. This week we were interested in finding out how Irish parents shop online post-Brexit. Do they shop on Irish websites? Has Brexit affected how they shop online?  Take a quick read of this week’s bite-sized insights to find out what parents are saying about online shopping and Brexit.

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

Recommended reading: What Parents Told Us About Shopping and Retail

We asked our Insights panel of parents to tell us how which of a number of statements applied to them in relation to shopping online post-Brexit and here’s how they answered:

  • 52% of parents said that they would like to to buy more online from Irish websites, but often can’t find what they want.
  • 42% of parents said that they can easily find what they want to order online from Irish websites.
  • 26% of parents said that they have found other European (non-Irish) websites to order online from since Brexit.
  • Only 6% of parents said that they order as much online as they always did pre-Brexit from UK websites.

Shopping Online

Any further thoughts about shopping online and Brexit?

Comments from our panel members included:

“I am definitely avoiding shopping online as I just can’t be sure what I’ll be charged. Plus I want to try and buy more Irish.”

“I haven’t bought anything from UK sites since December.”

“I’m not put off by Brexit. At first, it was a bit confusing with Amazon but it’s easier now to understand the pricing structure. Irish website delivery charges are ridiculous, so it puts me off buying from them.”

“I definitely make more of an effort to buy Irish now. Even if I could save money buying from a UK site, delivery is so much quicker if it’s coming from within the country. That being said, if I wanted something that was only available on a UK site, I wouldn’t hesitate to buy it, even if I did have to pay tax.”

Some UK websites are still not delivering to Ireland, so I have had to go elsewhere to get what I need. Irish retailers aren’t very visible, so you really need to search for them even when you want to be able to support local retailers.”

“It’s frustrating how the simple things are now hard to get or the price has increased because of tax etc.”

“Things are much more expensive from Irish sites.”

“If it’s something I really want I’ll pay the extra to order from UK but less likely to do so just for small bits and bobs.”

“I would avoid anything UK based now unless they are the only ones who can provide the product I am looking for.”

Actionable Insights for Retailers

  • People want to buy Irish and support Irish retailers but are not always finding it easy to find what they are looking for. Search engine optimisation is critical. When was the last time you searched online to see if your website can be found quickly?
  • There is a perception that delivery is more expensive in Ireland. If there is nothing you can do on the cost of delivery, there is still an opportunity to communicate to customers that they will get their products quickly direct to their door without having to go through customs.
  • Where can you bundle products to allow people to hit free shipping minimums?

Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.