Dublin, 17 December 2025: More than half of Irish consumers who shopped online in the lead-up to Cyber Monday were influenced to make a purchase through digital advertising on websites or social media, according to new research. 

The latest Digital Consumer Index, commissioned by Digital Business Ireland (DBI), the country’s largest representative body for digital and online businesses, and conducted by Amárach Market Research, found that 56% of Irish consumers who purchased online in the month leading up to Cyber Monday (1 December) said they had made a purchase directly after clicking on an online or social media advertisement, showcasing the effectiveness of on-site and social media advertising in converting consumer interest into sales, particularly during peak retail periods. 

Additionally, the findings highlighted a resurgence in more established digital marketing tools, with 40% of consumers who bought products online having done so on the back of email marketing. This reaffirms anecdotal feedback from DBI’s membership that email marketing has seen a comeback in 2025 as a reliable and effective means of engaging customers, even amid industry trends of SEO optimisation and a focus on social media.   

The top categories that Irish consumers purchased online were clothes (48%) and cosmetics, beauty or wellness products (35%), reflecting continued strength in lifestyle and personal care ecommerce, particularly during peak retail periods. 

Commenting on the findings, Caroline Dunlea, Chairperson of Digital Business Ireland, said: 

“This research clearly demonstrates the power and effectiveness of digital advertising in today’s economy. With more than half of online purchases directly influenced by ads on websites and social media, digital marketing has become an essential tool for businesses of all sizes. The strong performance of email marketing is hugely insightful – underlining that amid a rapidly evolving tech landscape, thoughtful, well-targeted, data-driven engagement continues to be one of the best ways to meaningfully engage customers online.” 

“For Irish SMEs in particular, these insights highlight the importance of investing in digital marketing capability and skills. Ensuring businesses have access to the tools, training and supports needed to compete online will be critical to sustaining growth and competitiveness in an increasingly digital-first marketplace.” 

The research forms part of Digital Business Ireland’s periodic Digital Consumer Index, which tracks emerging trends in consumer behaviour, technology adoption and ecommerce across Ireland.