Key takeaways
- Ireland’s e-commerce market is booming: With 98% internet penetration and projected revenues of US$8.68 billion by 2029, Ireland is one of Europe’s fastest-growing digital markets.
- Mobile-first and consumer-driven: One in four online purchases is made via mobile apps, with 96% of Irish internet users shopping online across all age groups.
- Expand at zero cost with Taxually: Through Amazon’s Ireland Promotion, sellers can grow into this lucrative EU market while Amazon reimburses their Taxually Ireland subscription.
In short: Ireland is a strong e-commerce market for Amazon sellers. It has 98% internet penetration, and 96% of internet users shop online. The Irish e-commerce market is expected to reach US$8.68 billion by 2029. Ireland is English-speaking, mobile-first and a gateway to the wider EU market. Amazon.co.uk is its top online store.
Ireland’s e-commerce sector is booming. This reflects global trends and the country’s highly connected population. The sector grew steadily before the pandemic, and COVID-19 sped up the move to online shopping. Ireland has a 98% internet penetration rate, one of the highest in the world. With a tech-savvy population, Ireland is a major player in the digital economy and an ideal entry point into the wider EU market.
How big is the Irish e-commerce market?
The Irish e-commerce market is projected to generate US$6.2 billion in revenue by 2025, according to Statista. With an annual growth rate (CAGR 2025-2029) of 8.79%, the market is expected to reach US$8.68 billion by 2029.
Irish consumers also have strong buying power. The average revenue per user (ARPU) is US$2,300. This puts Ireland among the most active e-commerce markets for its size. That makes it an attractive option if you want to expand into new countries.
What’s driving e-commerce growth in Ireland?
Mobile shopping, retailers adapting to it, and new payment options are driving e-commerce growth in Ireland:
- Mobile dominance: A fast-growing 5G network covers 75% of the country. Mobile commerce is becoming the main force in online retail. One in four online purchases in Ireland is made through a mobile app.
- Retail adaptation: Businesses are investing in mobile-friendly platforms. They are also launching their own apps to serve a growing mobile-first customer base.
- Payment innovations: Irish consumers increasingly use digital wallets and bank transfers to pay online. Popular payment gateways such as Stripe, PayPal, and Global Payments make paying easier and safer.
What do Irish consumers buy online?
Clothing (58%), shoes (44%), and cosmetics & body care (32%) were the most popular online purchase categories in Ireland in 2024.
The Irish are among the most active online shoppers in Europe. 96% of internet users make digital purchases. That is higher than in the Netherlands (94%) and Denmark (91%). Online shopping is popular across all age groups. In 2023, 100% of 16-24-year-olds said they shopped online. So did 94.9% of 25-64-year-olds and even 73.5% of 65-74-year-olds.
When do Irish consumers shop online most, and which stores lead?
The peak season for Irish e-commerce runs from October to December, when 81% of consumers do their Christmas shopping online. Black Friday deals also have a big effect, leading 56% of shoppers to buy online.
By revenue, the top five online stores in Ireland in 2024 were:
- Amazon.co.uk
- Tesco.ie
- Shein.com
- Next.ie
- Apple.com
Together, Amazon, Tesco, and Shein hold 27.4% of the e-commerce market share of the top 100 e-commerce stores in Ireland.
What is the future outlook for e-commerce in Ireland?
Ireland’s digital economy is growing nine times faster than the wider economy. It contributes about €12.3 billion, or 6% of the country’s GDP. Online revenue at Irish e-commerce sites rose 45% last year, and transaction volumes rose 32%.
Subscription models are a growing trend in Irish e-commerce, especially among younger people. Some 42% of 16-to 24-year-olds now subscribe to at least one online service. This shows a shift toward shopping for convenience.
New payment options, digital wallets, and better security features will keep shaping the industry. The spread of 5G will also boost mobile commerce. So businesses need to design for mobile-first shopping.
Why expand into Ireland?
Ireland is a strong opportunity for e-commerce businesses that want to expand. It has one of the highest internet penetration rates in the world (98%). Its people are also very engaged in online shopping. This makes Ireland a dynamic and profitable market. Here’s why you should consider the Irish e-commerce market:
- Strong consumer demand: Ireland has one of the highest shares of online shoppers in Europe. 96% of internet users made at least one digital purchase in 2024.
- Growing digital economy: The Irish digital economy is growing fast, nine times faster than the wider economy. It contributes €12.3 billion to the nation’s GDP.
- Mobile-first market: Wide 5G coverage and high smartphone use help mobile commerce thrive. One in four online purchases is made through a mobile app. This makes Ireland ideal if you focus on mobile shopping.
- Favorable business environment: Ireland is known for business-friendly policies. These include competitive tax rates and strong support for tech and digital industries. Ireland is also a gateway to the wider European market.
- English-speaking market: Ireland is an English-speaking country. This makes expansion easy for businesses from the UK, US, and other English-speaking regions. It cuts language barriers in customer service and marketing.
- Amazon’s strong presence: Ireland is very attractive for Amazon sellers because Irish shoppers trust Amazon.co.uk. Amazon.co.uk leads the country’s e-commerce market. Irish consumers are used to shopping on Amazon, so sellers can enter the market with little friction.
If you want to scale in a digitally advanced and consumer-friendly market, Ireland offers strong potential for growth and success.
Expand your Amazon business to Ireland
Update (October 2026): The Amazon Ireland Promotion ended on 30 June 2026. It reimbursed eligible FBA sellers for Irish VAT registration and two years of filings. Sellers who store stock in Ireland still need an Irish VAT number. See our guide to VAT rates and registration in Ireland.
When the promotion ran, you could expand your Amazon business to Ireland at no extra cost through the Amazon Ireland Promotion. Ireland is fast becoming a key e-commerce hub and a strategic gateway to the larger EU market. With a favorable business environment and growing online sales, Ireland is worth exploring, especially at zero cost. You can also read The Best European Markets for E-Commerce Expansion in 2024.
Sellers could expand through Taxually’s Amazon Ireland Promotion without paying any added fees. Amazon reimbursed the Taxually Ireland subscription, so sellers could set up in Ireland without breaking the bank.
Book a free call with one of our experts to plan your expansion to Ireland.
How Taxually handles this
Taxually’s CrossTax handles VAT registration, VAT, OSS and IOSS returns and fiscal representation in the countries you sell into, and checks your sales data against 250+ validation rules before each filing. OneTax then pays every tax authority with one bulk payment in your chosen currency.
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Frequently asked questions
Why is Ireland an attractive e-commerce market?
With 98% internet penetration and projected revenues of US$8.68 billion by 2029, Ireland is one of Europe’s fastest-growing and most digitally connected markets.
What are the main shopping trends in Ireland?
Irish consumers are highly active online—96% shop digitally, and one in four purchases is made through mobile apps. Fashion, footwear, and cosmetics are among the top categories.
Why should e-commerce sellers consider expanding to Ireland?
Ireland offers a stable, English-speaking, and business-friendly environment with strong consumer demand and seamless access to the wider EU single market.
