Internet shoppers are buying more categories online, including fashion, health, beauty and groceries. Once shoppers buy a category online, they become comfortable and start doing it more frequently. The online market in Ireland is worth €4.1bn and is predicted to grow to €21bn by 2017 (Retail Ireland, 2013).
Customers are now influenced by a range of different factors. Social Media, online Friendships, Online reviews, blogs and precise product specification and cost are all influencing customers when planning a purchase. Shopper reviews have gained tremendous influence; many shoppers consider them more trustworthy than retail sales associates. (Ernst & Young, 2012)
No Irish business can afford to ignore Social Media marketing and the fact that Facebook dominates the social network. Twitter users are generally agreed to be more influential.
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