Online shopping grows by 29% amongst consumers shopping for clothing/household items over the last 12 months
Convenience and better deals drive growth in online shopping
10 July 2025, Dublin: More than 1 in 4 (29%) consumers have increased their shopping online for household and clothing items compared to their in-store spending in the last 12 months. While 20% claimed to have only increased their online shopping slightly, 9% say they have increased it significantly. Almost half (49%) of those responding to a survey* commissioned by Aviva Insurance Ireland DAC (Aviva) reveal that their online shopping habits have stayed the same, while 12% claimed that they have either reduced their online spend either slightly (8%) or significantly (4%). Interestingly, 10% of respondents don’t ever shop online.
The Aviva survey found that:
- The most significant growth in online shopping comes from the 18–24 age group, with 19% reporting a major increase.
- Women (10%) are slightly more likely than men (7%) to have significantly upped their online spending.
- Those who never shop online are predominantly aged 45–54 (16%) and 55+ (15%).
The survey sought to understand the key drivers as to why consumers are choosing to shop online rather than in-store for household items and clothes. The convenience of shopping from home is the number one reason amongst 54% of respondents, followed by a belief that they find better prices and discounts online (51%). Other motivators include easier product and pricing comparisons (41%), a greater variety of products (38%), and with the added benefit of avoiding crowds and queues (36%). Some 16% simply enjoy the experience of receiving their deliveries at home.
- Women (58%) are more likely than men (51%) to cite convenience as a key driver, with the 45-54 age group leading the way at 57%.
- Meanwhile, 38% of 18-24 say they look forward to receiving their deliveries at home
This shift in consumer behaviour likely reflects a broader cultural change in how we value time, choice, and convenience. Online shopping isn’t just a trend—it’s a lifestyle evolution. The data shows that people are not only seeking better deals, but they are also embracing the ease and comfort of shopping from their own homes. Clothing remains one of the top categories for online purchases.
Julie Frazer, Underwriting & Product Lead, Aviva commented.
“According to Eurostat, 40% of Irish businesses are now selling online in 2025, placing Ireland among the top three EU countries for business digitalisation in retail, just behind Lithuania and ahead of Denmark. This level of digital maturity signals a strong alignment between consumer demand and business innovation. As technology continues to reshape how we shop, the challenge and the opportunity for retailers is to stay agile, responsive, and customer-focused in an increasingly competitive market where consumers will continue to shop online for certain items, while complementing the in-store experience,” concluded Julie Frazer.