Irish shoppers trust websites over social media
While selling on Facebook, Instagram and more recently on TikTok Shop is on the rise, 76% of respondents still prefer trusted websites
Print18 November 2025
Consumers in Ireland are gearing up for one of the biggest online shopping weekends of the year, with 55% planning to make a purchase during Black Friday or Cyber Monday, according to a new survey from .ie (Ireland’s national domain registry), conducted by Core Research.
The survey reveals that while social selling continues to grow, trust and security remain key factors in how and where people choose to shop.
The research shows that more than half (51%) of consumers are likely to make an impulse purchase during the sales, driven by price, convenience and speed.
Impulse buy
Electronics (68%) and clothing (58%) top the shopping list, with younger shoppers most likely to buy on impulse.
While consumers are motivated by bargains, trust and security are becoming decisive factors in where they spend.
The research found that 58% of shoppers are more likely to buy from a retailer with a .ie domain, citing stronger trust, security, and a desire to support Irish businesses as key reasons.
David Curtin, chief executive of .ie, comments, “Irish consumers love a good deal, but they also value reassurance.
“Even the most impulsive shopper wants to know who’s behind the offer and that the business is genuine.
“A .ie web address signals that there is a connection to Ireland, offering transparency and accountability”
The findings come as awareness of online risks continues to grow.
Three in four consumers (76%) believe websites offer stronger protection than social media platforms, while phishing is viewed as the most common scam method (73%).
Over seven in 10 say phishing is the most common way scams occur.
Almost six in ten believe social media is where scams are likely to occur when shopping online.
The majority are concerned about online scams. Over one in five have been a victim of scam.
Customer reviews and Google search are the two most common safety checks.
More than three in four think shopping on a website is safer than shopping via a social media platform.
One in five people in Ireland have already lost money to an online scam, with an average loss of €401.
When choosing where to shop, delivery speed ranks as the third most important factor, after price and quality.
Faster delivery within Ireland motivates 61% of shoppers to choose .ie sites, while 45% cite domain trust and 33% cite security as key drivers.
.ie’s five smart steps for safer Black Friday shopping:
- Read customer reviews and search the company name online
- Watch for unrealistic discounts that appear out of nowhere
- Ensure the web address starts with https
- Check for the .ie domain to confirm the business has a connection to Ireland
- If in doubt – don’t buy
With peak sales pressures and increasingly sophisticated scams, .ie is encouraging shoppers to think smart, shop secure, and keep their money local by supporting trusted Irish retailers.
Read more: The Retail Tea Break podcast
© 2025, ShelfLife by Ryan Brennan
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