The Secret Weapon for Irish eCommerce? Social Media

By Pradeep Dabas

While the primary benefits of social media marketing for eCommerce are universal, there are some differences to consider when targeting the Irish market.



“The Irish are the most ‘sociable’ in Europe”
According to industry figures, Irish people are more reliant on social media than any other country in Europe. On average. we spend 1.31 hours on social media every day and we average five active social media accounts”. -HSE.

Irish users have a distinct preference for certain social media platforms. According to a recent DataReportal report from January 2024, 89.5% of Irish adults (aged 18 and up) use social media. Here's a breakdown of the most popular platforms:

Embrace Local Humour and References: Irish audiences value wit and cultural understanding. Do not be afraid to use local humour, references, and slang in your social media posts. This fosters a sense of connection and authenticity that appeals to Irish consumers.

  • Highlight Irish Products and Collaborations: Showcase Irish-made products or form partnerships with local businesses to promote them. This taps into the growing trend of supporting local businesses and resonates with Irish consumers, who value locally sourced and produced goods.
  • Gaelic Language Integration: While English is the primary language in Ireland, incorporating some basic Gaeilge (Irish language) phrases can add a personal touch. Consider translating a few key product descriptions, greetings, or social media posts to Gaeilge. This shows respect for Irish culture and may endear you to a larger audience.
  • Leverage Irish Holidays and Events: Events such as St. Patrick's Day and national sporting events provide excellent opportunities for themed content and promotions. Create engaging social media campaigns around these events to increase brand awareness and excitement.
  • Customer Care: Customer Service with a Sláinte (Cheers! Excellent customer service is highly valued among Irish consumers. Make sure you have a dedicated team that responds quickly to comments and messages on your social media platforms. Address concerns in an efficient and professional manner, keeping a friendly and helpful tone. Remember that positive online interactions can quickly translate into loyal brand advocates.
  • Capitalise on Seasonal Shopping Trends: In addition to the social media strategies outlined above, you can leverage the power of seasonal marketing campaigns to further boost your Irish eCommerce sales. The provided webpage offers a helpful breakdown of strategies for major holidays throughout the year, including:
  • Halloween: This section emphasises the importance of eye-catching visuals and creative marketing for standing out during the spooky season. You can tailor this concept to your Irish audience by including elements of Irish folklore or Halloween traditions in your social media graphics and promotions.
  • Thanksgiving: Although Thanksgiving is not a major holiday in Ireland, the idea of expressing gratitude can still appeal to Irish consumers. Consider running contests or promotions that encourage customers to share what they are grateful for, while incorporating elements of Irish culture or tradition.
  • Black Friday and Cyber Monday: These global shopping events are extremely popular in Ireland. The website emphasises the significance of strategic planning and differentiation from the competition. Use your social media channels to generate a sense of urgency and excitement for your Black Friday and Cyber Monday deals. To reward your social media followers for their engagement, offer them exclusive discounts or promotions.
  • Christmas: A major holiday in Ireland, Christmas is an ideal opportunity to highlight your brand's celebratory vibe. Create endearing social media ads that encapsulate the spirit of Irish Christmas customs. Collaborate with nearby companies or nonprofit organisations to provide unique holiday promotions or gift packages.
  • New Year's: The website recommends using interesting social media content to celebrate fresh starts. For Irish consumers who might be concentrating on making resolutions or setting goals for the upcoming year, this can be especially pertinent. Offer specials or discounts on items that can assist clients in reaching their objectives, such as meal prep options that are healthful, fitness trackers, or self-improvement programmes.

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Social media marketing is an ongoing process that requires continuous monitoring and adjustment. Utilise built-in analytics tools provided by each platform to track key metrics like reach, engagement, and conversion rates.

A/B test different content formats, posting times, and targeted demographics to identify what resonates best with your audience. Stay updated on the latest social media trends and adapt your strategy accordingly to maintain a competitive edge.


Two key components are needed to create a strong eCommerce online presence in Ireland: a well-thought-out, user-friendly website and a thoughtful social media marketing plan. Knowing Irish consumers’ habits and creating social media content that appeals to them locally are essential.

By putting these suggestions into practice and always refining your strategy, you can use social media to engage Irish customers, foster brand loyalty, and increase sales for your online store.

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