An Post eCommerce Index shows Pet Purchases Pawsitively Surging
Social Media Celebrity Influence Continues to Grow
Weekly online purchasing increasing
The study reveals:
- One in five (21%) shopping online for their pets
- 71% of 16-24-year-olds have made purchases online based on influencer/celebrity endorsement on social media (up from 64%)
- 55% of 25-34-year-olds have made purchases online based on influencer/celebrity endorsement on social media (up from 43%)
- 38% of 16-24-year-olds are shopping online weekly (up from 29%)
- 33% of 25-34-year-olds are shopping online weekly (up from 28%)
- 82% of online purchases under the €100 threshold
Dublin, 4th December 2023: The latest An Post eCommerce Index shows that one in five people shopping online are making purchases for their pets. The An Post eCommerce Index tracks online retail and purchasing trends measuring the activity of both consumers and SMEs in Ireland.
Pet gifting is a growing area of eCommerce for Irish consumers and indigenous pet businesses have strong eCommerce offerings for both Black Friday and Christmas gifting with Advent Calendars for pets the latest trend. The An Post eCommerce Index has shown an increase from 17% to 21% for those that are shopping online for their pets.
The An Post eCommerce Index also shows that 71% of 16-24-year-olds are making purchases based on the recommendations of celebrities on social media - an increase from 64% in May. 55% of those aged between 25-34-years-of-age are making online purchases based on the recommendations of social media influencers up from 43% earlier in the year. The impact of celebrity endorsement on online pet purchases is likely to increase in the coming years as celebrities such as Snoop Dogg and Martha Stewart have both struck deals to promote pet products in the past few months.
Speaking about the findings from the latest An Post eCommerce Index, Garrett Bridgeman, Managing Director An Post Commerce said, “We are seeing increased levels of parcel deliveries from pet stores who have ramped up their eCommerce businesses to meet the demand of Irish consumers looking to spoil their furry friends. Many pet owners treat their pets like one of the family and the research shows us that 21% of people are now shopping online for their pets for foodstuffs as well as treats and toys.
The growing influence of social media celebrities on the purchase habits of the under 35s is worth tracking over the coming months in light of both new legislation governing online influencers and the advent of celebrity AI Chatbot accounts which mimic the imagery and voice patterns of global stars.
Irish consumers are purchasing a broad range of products online from Pet products to fashion, beauty and healthcare to sportswear, books, electronics and groceries but the eCommerce Index shows that the €100 spend threshold is holding steady illustrating that for now Irish consumers are spending smaller amounts but in high frequencies and are not yet committing to higher value purchases online.”
The under 35 group are the most prolific weekly online shoppers with 38% of 16-34-year-olds making weekly online purchases and 33% of 25-34-year-olds shopping online each week. 35-44-year-olds are also shopping more online each week up from 20% to 26% however beyond this age group the level of weekly online purchases is significantly lower.
The An Post eCommerce Index was compiled from the perceptions of 1,504 members of the public and 366 Small Medium Enterprises (SMEs). An Post Commerce commissioned Behaviour & Attitudes to carry out the latest tranche of research in August 2023.