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  • One in four consumers in Ireland have ‘Swiped Up’ to shop and 45% plan to shop this way in the future*
  • Risk of fraud top concern when it comes to shopping on social
  • 41% only buy from influencers that are transparent about an advert
  • Visa is encouraging consumers to feel confident when shopping online as all payments are protected when using a Visa debit or credit card

4th May 2021: New research* from Visa has revealed a growing trend of consumers across Ireland shopping via social media. Almost a quarter (24%) of consumers surveyed are using social media apps to shop and 45% say they plan to purchase this way in the future.

Coined ‘Swipe Up Shopping’, the study of more than 1,000 adults found that social media-fuelled purchases are being driven by those aged 18-34, with more than one in three already shopping this way (35%).*

Clothing and accessories are the most popular Swipe Up Shopping purchases across all age groups, with those aged 18-34 leading the trend. But over-55s are also increasingly choosing to buy through social media platforms. Most popular categories include clothing, beauty products and homeware.

Most purchased items on social 18-34 yrs 35-54 yrs 55+ yrs
Clothing & accessories 61% 47% 51%
Beauty products 32% 19% 23%
Homeware 25% 22% 30%

Convenience is key

Being able to buy things with just a swipe or a click is key; over half* (58%) of Swipe Up Shoppers surveyed say they enjoy the convenience it allows, two fifths (40%) love the speed and for a quarter (25%), supporting local businesses is a driving factor.

Swipe Up Smart

While convenience remains a priority, Ireland’s shoppers are also Swiping Up Smart. Of those surveyed*:

  • 77% make extra checks on the brand or company website to see if the site looks legitimate
  • Two thirds (66%) look at reviews and buyer comments before making a purchase
  • 41% said they would only buy a product through influencers that are transparent about an ad and what they would gain from the sale.

However, almost one in five Swipe Up Shoppers (19%) have bought something on social that they regretted and 28% also admit to buying things on social media without thinking it through.

Additionally, despite the appeal of social media shopping, fraud is a concern for 75% of those surveyed. So, whilst shopping on social is quick and convenient, shoppers should be mindful of buying safely and take the necessary steps to make sure they have a safe and secure experience.

Barbara Scully, writer, broadcaster and frequent Swipe Up Shopper says, “When shopping is so simple, it can be very easy to buy without thinking twice. But, for greater peace of mind, I always spend a few minutes researching the website, influencer, or company to ensure they are legitimate. Then, if I’m happy to go ahead with my purchase, I use my Visa card knowing that my payment is protected if something were to go wrong.

Visa checks every single transaction on its network for potential fraud, and using powerful layers of security has helped keep fraud below 0.1% during the current crisis[1].

Dominic White, Acting Country Manager Ireland Visa, said: Social media provides an easy and convenient way for Ireland’s consumers to shop and it’s encouraging to see that Ireland’s consumers are taking the necessary steps to keep their payments safe. Using your Visa debit or credit card offers a layer of protection in the event something goes wrong with a purchase, such as items failing to arrive. Our Zero Liability Policy will also mean you won’t be left out of pocket should you become a victim of fraud.”

As Swipe Up Shopping continues to grow in popularity, shoppers can feel confident that when paying with a Visa debit or credit card, all payments are protected. Visa’s Zero Liability Policy means consumers won’t be held responsible for any unauthorised or fraudulent charges and even if a purchase goes wrong, consumers won’t be left out of pocket.

To find out more about staying secure while Swipe Up Shopping online, visit the Visa Blog.

[1] Visa Data

Notes to editors:

  • *Research commissioned by Visa and conducted by RED C with 1,004 nationally representative adults in Ireland in December 2020
  • Barbara Scully has been remunerated for her collaboration on Visa’s safer shopping online initiative (May 2021)

About Visa

Visa is the world’s leader in digital payments. Our mission is to connect the world through the most innovative, reliable and secure payment network – enabling individuals, businesses and economies to thrive. Our advanced global processing network, VisaNet, provides secure and reliable payments around the world, and is capable of handling more than 65,000 transaction messages a second. The company’s relentless focus on innovation is a catalyst for the rapid growth of connected commerce on any device. As the world moves from analogue to digital, Visa is applying our brand, products, people, network and scale to reshape the future of commerce. For more information, visit our website, blog and @VisaIreland

Media Contact 

Rachel Sherry, 087 6622111

[email protected]