Ireland Social Commerce Market Intelligence and Future Growth Dynamics Databook

Summary

According to PayNXT360, social commerce market in Ireland is expected to grow by 24.2% on annual basis to reach US$2,330.7 million in 2025.

The social commerce market in the country experienced robust growth during 2021-2024, achieving a CAGR of 41.2%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 13.6% during 2025-2030. By the end of 2030, the social commerce sector is projected to expand from its 2024 value of USD 1,877.0 million to approximately USD 4,402.1 million.

This report provides a detailed data-centric analysis of the social commerce sector in Ireland, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.

It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.

Key Insights

Ireland's social commerce sector is undergoing rapid transformation, fueled by the widespread adoption of social media-driven shopping experiences. The market's strong growth trajectory is supported by increasing smartphone penetration, platform-driven shopping features, and evolving consumer behaviors favoring convenience and seamless transactions. As social commerce expands, businesses integrating direct purchasing options within social media platforms and leveraging influencer marketing will be better positioned to capture growing consumer demand. However, regulatory scrutiny on influencer promotions and taxation policies may require businesses and content creators to navigate compliance challenges in the coming years.
The emergence of live shopping events and the growing emphasis on ethical and sustainable commerce indicate a shift toward more interactive and values-driven shopping experiences. Real-time engagement through live broadcasts is set to enhance consumer trust, while sustainability-conscious buyers will drive demand for transparent and responsible business practices. As Irish consumers become more discerning in purchasing decisions, businesses aligning with these trends will likely gain a competitive advantage. Overall, social commerce in Ireland is poised for sustained growth, but companies must remain agile in responding to platform innovations, regulatory changes, and evolving consumer expectations.

Rapid Growth of the Social Commerce Market

• Ireland's social commerce sector is experiencing significant growth, driven by increasing consumer reliance on social media platforms for shopping. As more consumers turn to platforms such as Instagram, Facebook, and TikTok for product discovery and transactions, businesses adjust their strategies to integrate social commerce into their sales channels.
• This rapid expansion is fueled by rising smartphone penetration and social platforms' seamless shopping experiences. The ability to purchase products directly through social media, personalized advertising, and influencer endorsements reshapes consumer preferences. As a result, brands and retailers are investing in social commerce tools to streamline customer engagement and enhance conversion rates.
• Over the next few years, the social commerce market in Ireland is expected to mature, with platforms refining their shopping features and businesses increasing their reliance on digital sales. Enhanced shopping functionalities, such as AI-driven recommendations and in-app checkout options, will accelerate adoption. However, as competition intensifies, businesses must differentiate through personalized experiences and innovative social selling tactics to maintain consumer engagement and drive long-term growth.

Integration of Shopping Features in Social Media Platforms

• Social media platforms in Ireland are increasingly incorporating shopping functionalities, transforming them into direct sales channels. With features such as TikTok Shop now available in the country, businesses can showcase and sell products without requiring users to leave the platform. This shift makes social commerce more seamless, allowing brands to reach consumers at discovery and engagement, ultimately driving higher conversion rates.
• The primary driver behind this trend is the push to reduce friction in purchasing, making online shopping more convenient. By keeping users within the app for the entire customer journey—from product discovery to checkout—social media platforms can increase engagement and collect valuable consumer data. This benefits businesses through enhanced targeting and enables platforms to refine their advertising and recommendation algorithms.
• Over the next few years, shopping features in social media platforms are expected to become more sophisticated, integrating technologies such as augmented reality (AR) for virtual try-ons and AI-driven personalized recommendations. As consumers become accustomed to these innovations, the distinction between social media and e-commerce will continue to blur. Businesses that adopt and optimize these emerging tools will gain a competitive advantage, while those slow to adapt risk losing market share to digitally agile competitors.

Rise of Influencer-Led Shopping

• Influencer-led shopping is becoming dominant in Ireland's social commerce landscape, as influencers leverage their platforms to drive direct product sales. By capitalizing on the trust they have built with their audiences, influencers act as intermediaries between brands and consumers, making shopping experiences feel more personal and engaging. This trend is particularly evident on platforms such as Instagram and TikTok, where product recommendations seamlessly blend into entertainment and lifestyle content.
• The effectiveness of influencer marketing in generating sales is a key driver behind this shift, as consumers often perceive influencer endorsements as more authentic than traditional advertising. Brands increasingly partner with influencers to create sponsored content, product demonstrations, and limited-time promotions that encourage immediate purchases. This strategy helps brands reach niche audiences and fosters higher engagement and conversion levels compared to conventional digital advertising.
• Over the next few years, influencer-led shopping is expected to grow, with influencers playing an even larger role in shaping brand strategies and consumer preferences. However, regulatory oversight is also expected to increase, with Ireland’s Revenue Commissioners and other authorities scrutinizing influencer income and advertising disclosures more closely. Influencers and brands must navigate evolving compliance requirements to sustain long-term success while maintaining transparency and consumer trust in their marketing efforts.

Growth of Live Shopping Events

• Live shopping events are becoming increasingly popular in Ireland’s social commerce landscape, as retailers use live broadcasts to showcase and sell products in real time. This interactive shopping model allows brands to engage directly with consumers, answer questions, and demonstrate products in ways that static images or traditional e-commerce listings cannot. As a result, businesses are leveraging live streams on platforms such as Instagram, Facebook, and TikTok to enhance customer engagement and drive immediate sales.
• The key driver behind this trend is the appeal of real-time interaction, which provides a more immersive and transparent shopping experience. Consumers value seeing products in action, asking questions, and receiving instant responses from hosts or influencers. This authenticity helps build trust, making live shopping particularly effective for the fashion, beauty, and electronics industries, where product demonstrations are crucial for purchase decisions.
• Over the next few years, live shopping will become a core element of social commerce in Ireland, with more brands hosting regular live events to boost engagement and sales. As technology advances, features such as augmented reality (AR) overlays, interactive polls, and AI-driven personalization will enhance live shopping experiences. Businesses that invest early in live commerce strategies will likely gain a competitive edge. At the same time, those slow to adapt may struggle to capture consumer attention in an increasingly interactive retail environment.

Emphasis on Ethical and Sustainable Shopping

• Ethical and sustainable shopping is gaining momentum in Ireland as consumers increasingly seek products that align with their values. Social commerce platforms respond to this shift by promoting environmentally friendly, locally sourced, and ethically produced goods. This trend is particularly evident in sectors such as fashion, beauty, and food, where transparency in sourcing and production processes is becoming a key differentiator for brands.
• The rise of environmental awareness and the desire to support local businesses are major drivers behind this movement. Consumers are paying closer attention to the environmental impact of their purchases, favoring brands that emphasize sustainability, fair trade, and ethical labor practices. Social media and e-commerce platforms have made it easier for brands to communicate their sustainability efforts, reinforcing consumer trust and loyalty.
• Over the next few years, brands prioritizing sustainability and ethical practices will likely gain a competitive edge as Irish consumers become more discerning. Businesses that fail to adapt may face reputational risks as transparency and accountability become industry expectations. As sustainability shapes purchasing behavior, companies investing in eco-friendly initiatives, circular economy models, and responsible sourcing will be better positioned for long-term success in Ireland’s evolving retail landscape.

Competitive Landscape and Regulatory Developments in Ireland's Social Commerce Market

Ireland's social commerce sector is rapidly evolving, driven by the increasing integration of shopping features within social media platforms and a growing reliance on digital purchasing. The dominance of global platforms such as Facebook, Instagram, and TikTok continues to shape consumer behavior, while local businesses are leveraging these tools to expand their reach. Strategic mergers and acquisitions and investments in direct-to-consumer models indicate a competitive and fast-moving landscape where businesses must continually innovate to remain relevant.
Technological advancements, including personalized shopping experiences and augmented reality, will further reshape the industry. However, regulatory changes related to consumer protection and data privacy will require businesses to stay compliant while adapting to shifting consumer expectations. Companies proactively embracing digital transformation while maintaining regulatory compliance will be better positioned to capitalize on Ireland’s expanding social commerce market over the next few years.

Current State of the Social Commerce Market

• Ireland's social commerce sector is experiencing rapid expansion, driven by increasing consumer reliance on social media platforms for shopping. As global platforms such as Facebook, Instagram, and TikTok refine their commerce offerings, Irish consumers engage more actively with social commerce, making it an integral part of the retail landscape.
• In response to this growing trend, local businesses increasingly adopt social commerce strategies to compete with international players. By leveraging these platforms, Irish enterprises can engage directly with their target audiences, offering personalized shopping experiences and interactive sales methods. As competition intensifies, businesses that effectively integrate social selling and digital engagement into their marketing strategies will likely capture a larger share of Ireland’s expanding social commerce market.

Key Players and New Entrants

The Irish social commerce landscape is dominated by major international platforms such as Facebook, Instagram, and TikTok, all of which have integrated shopping features to cater to the Irish consumer base. These platforms enable businesses to showcase and sell products directly to users, streamlining the purchasing process. In addition to these established players, local companies are increasingly entering social commerce, utilizing these platforms to reach a broader audience and compete effectively in the digital marketplace.

Recent Launches, Mergers, and Acquisitions

• The Irish social commerce market has seen a wave of mergers and acquisitions, signaling a move toward consolidation and strategic expansion. Global companies increasingly invest in e-commerce platforms to strengthen their direct-to-consumer models, enabling brands to streamline operations and improve customer engagement. This shift reflects the growing importance of digital commerce as businesses seek to enhance their market positioning and leverage technological advancements.
• As competition intensifies, companies are forming partnerships to expand their reach and improve their digital capabilities. These collaborations provide businesses with access to new consumer bases and drive innovation in social commerce strategies. Continuing investment in technology-driven commerce solutions is expected to shape the market, with firms prioritizing agility and digital transformation to maintain a competitive edge.

Outlook

• Over the next two to four years, Ireland’s social commerce landscape will continue to evolve as technological advancements and shifting consumer behaviors reshape the market. Brands that embrace personalized shopping experiences, integrate influencer-led sales strategies, and leverage emerging tools such as augmented reality (AR) and artificial intelligence (AI) will be better positioned to capture consumer interest. As digital engagement deepens, businesses prioritizing seamless, interactive, and data-driven shopping experiences will likely gain a competitive advantage.
• At the same time, companies must navigate an increasingly complex regulatory environment, with stricter consumer protection and data privacy laws shaping business operations. Compliance with evolving regulations will be critical as authorities continue enforcing policies to ensure fair competition and responsible data handling. Businesses that proactively adapt to these changes while maintaining customer trust and transparency will be well-positioned to thrive in Ireland’s growing social commerce market.

Regulatory Changes

• Ireland has introduced several regulatory changes to strengthen consumer protection and data privacy within the digital marketplace in the past year. The Competition and Consumer Protection Commission (CCPC) has been actively enforcing competition laws to ensure fair trading practices, particularly as social commerce expands. These regulations aim to create a level playing field for businesses while safeguarding consumers from misleading advertising and unfair commercial practices.
• Additionally, updates to data protection regulations have been implemented to align with evolving EU standards, affecting how businesses handle consumer data in social commerce activities. Companies must adopt stricter compliance measures when collecting, storing, and utilizing customer information, ensuring greater transparency and accountability. As regulatory scrutiny increases, businesses operating in Ireland’s social commerce sector must prioritize compliance to maintain consumer trust and avoid potential legal challenges.

Scope

This report provides in-depth, data-centric analysis of social commerce in Ireland. Below is a summary of key market segments:

Ireland Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2021-2030

Ireland Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2021-2030

• Ireland Social Commerce Industry Market Size and Forecast by Retail Product Categories, 2021-2030
­--Clothing & Footwear
­--Beauty and Personal Care
­--Food & Grocery
­--Appliances and Electronics
­--Home Improvement
­--Travel
--Hospitality

• Ireland Social Commerce Industry Market Size and Forecast by End Use Consumer Segment, 2021-2030
­--B2B
­--B2C
­--C2C

• Ireland Social Commerce Industry Market Size and Forecast by End Use Device, 2021-2030
­--Mobile 
­--Desktop

• Ireland Social Commerce Industry Market Size and Forecast by Location, 2021-2030
­--Domestic
­--Cross Border

• Ireland Social Commerce Industry Market Size and Forecast by Location, 2021-2030
­--Tier-1 Cities
­--Tier-2 Cities
­--Tier-3 Cities

• Ireland Social Commerce Industry Market Size and Forecast by Payment Method, 2021-2030
­--Credit Card
­--Debit Card
­--Bank Transfer
­--Prepaid Card
­--Digital & Mobile Wallet
­--Other Digital Payment
­--Cash

• Ireland Social Commerce Industry Market Size and Forecast by Platforms
--Video Commerce
--Social Network-Led Commerce
--Social Reselling
--Group Buying
--Product Review Platforms  

• Ireland Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour,2024
­--By Age
­--By Income Level
­--By Gender

Reason to buy

• Insights on Strategy & Innovation: Navigate through future direction of the social commerce industry market by understanding strategic initiatives taken by key players to gain market share and innovation. 

• In-depth Understanding of Social Commerce Market Dynamics in Ireland: Understand emerging opportunities and future direction of the social commerce market, key drivers, and trends. Benefit from a detailed market segmentation with 50+ KPIs.

• Value and Volume KPIs for Accurate Understanding: Value and volume key performance indicators (KPIs) help in developing an accurate understanding of market dynamics. 

• Competitive Landscape: Get a snapshot of competitive landscape in social commerce sector with key players and market share in Ireland. Formulate your strategy by gaining insights into the current structure of the market.

• Develop Strategies to Gain Market Share: Create and fine tune your targeting strategy in the social commerce sector, identify growth categories and target specific segments across the value chain; evaluate important trends and risks unique to your market.

• Deeper Understanding of Consumer Behaviour: Increase ROI by understanding how consumer attitudes and behaviours are evolving. Get a detailed view on retail spending dynamics across consumer segments in social commerce sector.