Social Media is a key channel for Irish retailers this Christmas

A record level of online sales by Irish retailers is expected this Christmas, as Meta publishes new research that shows Irish shoppers are using social media to inform purchasing decisions and to communicate with Irish SMEs they want to buy from.

The Ipsos/MRBI research found that nearly half of the people surveyed (49%) have purchased a product after seeing it on a Meta app like Facebook or Instagram.

Social media is also an important tool for customer communication by small businesses, with 48% of people saying they have used Meta apps to communicate with Irish SMEs.

A change in habits due to Covid-19 has also clearly influenced retail trends, with 42% of people saying that they have used Meta apps to browse products more since the start of Covid-19.

These trends are supported by the CSO’s recent data showing that 31% of enterprises have increased their use of social media due to the pandemic2, and data from Wolfgang Digital also shows that e-commerce revenue in Ireland rose by 159% in 20203.

Many small businesses were forced to pivot online at the outset of the pandemic, and have thrived because of the support received online.

This year, as restrictions on physical shopping have eased, a desire to support local Irish businesses remains across the country with hashtags that promote local businesses (such as #buylocal, #supportsmallbusiness, and #buyirish) used more than 115,000 times on Instagram in the 3 months.

More than 280,000 people in Ireland are members of active groups on Facebook that support local businesses.

Meta has launched its #DeserveToBeFound campaign to showcase the very best Irish businesses that use social media to connect with consumers as they gear up for the Christmas shopping season.

The campaign is supported by a series of videos by broadcaster Blathnaid Treacy, businesswoman Lisa Jordan and content creator Ciara O’Doherty who visited local business owners to find out more about how they use social media to grow sales.

Dynamic Irish entrepreneurs featured in the video series include: Brian Tyrell, owner of Bear Creation (a custom wood furniture studio based in Co. Wicklow); Aisling Kearney Burke, founder of Paintclub, (an online art training and events company from Co. Galway); and Vicki O’Callaghan and Michelle O’Riordan, co-founders of Baby Boo (a sustainable baby clothing maker from Cork).

Oliver Sewell, Director of Business, Ireland and UK at Meta, said: “Covid dramatically accelerated the shift to online retail, with e-commerce revenue surging in 2020. This Christmas, we expect to see record levels of online sales, providing small Irish businesses with a significant opportunity for growth.

“People can now shop online, from anywhere at any time, and support their favourite Irish business. Every small business starts with an idea, and we believe good ideas deserve to be found.”

Duncan Graham, Managing Director of Retail Excellence, said: “It is no secret that the retail industry in Ireland has just emerged from the most difficult period in its history, and the effects of the pandemic will be evident for some time. Retail staff are still in short supply and retailers have significant legacy debt, issues which have been exacerbated by the sharp rise in shipping costs and general global supply chain problems.”

Aisling Kearney Burke, owner of Paintclub, said: “To have my business highlighted as part of this campaign is a standout opportunity for me. Over the last 18 months, while we faced uncertainty and a number of challenges, the tools offered by Instagram and Facebook proved invaluable to me. Direct messaging in particular helped us to connect easily with our customers, helping them to get to know and understand our business and ultimately building trust.”

More information can be found here.