What Europe's E-commerce Trends Mean for Irish Businesses in 2026

By Kieran O'Brien, Group Marketing Director, Core Optimisation

Last Tuesday, I had the pleasure of partaking in an intriguing EU Presidency Roundtable discussion on the future of European Digital Regulation in the EU hosted by Minister for Enterprise, Tourism and Employment Peter Burke and facilitated by Digital Business Ireland and eCommerce Europe.  The event fell on the same day that eCommerce Europe published the 2026 European eCommerce Report and the findings are worth a deeper look.

Having spent a major proportion of my career working with Irish retailers, eCommerce brands and digital-first businesses, one thing has remained constant: the organisations that thrive are those that stay closest to changing customer behaviour.

That's why the latest European E-commerce Report 2026 is such important reading for Irish businesses. While the headline figures point to continued growth across Europe, the report also highlights a market that is becoming more competitive, more AI-driven and more demanding than ever before. Ireland remains one of Europe's strongest digital economies, with 95% of consumers shopping online, making us the most active eCommerce market measured in the report.

The obvious conclusion might be that eCommerce is in rude health.

The more important question, however, is whether Irish businesses are evolving quickly enough to capture the opportunities that lie ahead.

Customers Don't Think in Channels

One of the key themes we see every day at Core Optimisation is that customers don't think in Channels.

One of the key themes we see every day at Core Optimisation is that customers don't distinguish between SEO, paid search, paid social, marketplaces, PR, email marketing, influencer activity, Connected TV or in-store experiences. They simply expect a seamless journey from discovery to purchase.

The report reinforces this reality, with Irish consumers increasingly influenced by digital advertising, social platforms, email marketing and online research throughout the buying journey.

This is why our approach has always been rooted in connected strategy rather than channel silos.

Whether we're working with leading retail brands, education providers, tourism organisations or growth-focused businesses, we focus on the same commercial priorities:

• Acquiring customers more efficiently
• Increasing conversion rates
• Improving customer lifetime value
• Connecting data across channels
• Reducing wasted marketing spend
• Delivering measurable revenue growth

Marketing activity should never be judged by impressions, clicks or vanity metrics alone. It should be judged by commercial outcomes.

AI Is Accelerating an Already Competitive Market

The report identifies artificial intelligence as one of the most transformative forces in European commerce. Businesses across Europe are adopting AI for customer service, content creation, pricing, personalisation and operational efficiency.

From what we're seeing across our own client base, AI is no longer a future trend. It's becoming a competitive necessity.

The organisations gaining the greatest advantage are not simply using AI to create content faster. They're using it to unlock better customer insights, automate decision making, improve campaign performance and create more personalised customer experiences at scale.

At Core Optimisation, we're already helping clients integrate AI-enhanced workflows across search, content, analytics and performance marketing, while ensuring that human expertise, creativity and strategic thinking remain front and centre.

Technology can make marketing more efficient.

It still takes great strategy to make it effective.

Fair Competition Is Critical for Irish Retail

As someone who previously chaired the Retail Excellence Ireland eCommerce Committee, one element of the report particularly resonated.

Across Europe, retailers continue to express concern about the competitive advantages enjoyed by some non-EU marketplaces and low-cost international sellers. The removal of the €150 customs exemption is a positive and long overdue step toward creating a more level playing field.  

Irish retailers have never struggled to compete on quality, service or customer experience.

Their challenge has often been competing against operators that have not faced the same compliance, sustainability, taxation and regulatory obligations.

The businesses that succeed long term won't be those competing purely on price. They'll be the brands that build trust, create memorable experiences and establish genuine customer loyalty.

Growth Comes From Connected Commerce

One of the biggest lessons we have learned working with ambitious Irish businesses is that growth rarely comes from a single channel.

·       SEO impacts paid performance.

·       PR builds authority and trust.

·       Content improves conversion.

·       Data improves targeting.

·       Influencer activity strengthens reach.

·       CRO ensures more value from every visitor acquired.

The most successful organisations understand that these disciplines work best when connected.

It's why our agency continues to invest heavily across data and analytics, SEO, paid media, content, digital PR, influencer marketing, conversion optimisation and emerging AI solutions. It's also why we are seeing organisations move away from fragmented supplier relationships and towards integrated growth partnerships.

The Opportunity Ahead

The report confirms that Ireland remains one of Europe's most advanced digital markets. Consumer adoption is exceptionally strong, AI investment is accelerating and online commerce continues to gain share.  

For Irish organisations, however, the next stage of growth won't come from simply increasing marketing spend.

It will come from making every channel work harder.

It will come from better use of first-party data.

It will come from creating more relevant customer experiences.

And it will come from connecting strategy, creativity, technology and performance in a way that delivers genuine business outcomes.

At Core Optimisation, we've always believed that marketing should be accountable, measurable and commercially focused.

The findings in this year's report suggest that philosophy is no longer a differentiator.

It's becoming a requirement for success.