Zachary Nickerson
May 19, 2025
Amazon’s decision to open a dedicated marketplace in Ireland may seem like a logical next step in its European expansion—a box ticked on a strategic roadmap. But, to see it that way is to underestimate the significance of this move, not just for Amazon, but for the future of eCommerce in Europe.
This is much bigger than faster deliveries. It’s about trust, infrastructure, customer behavior, and, perhaps most critically, what we’re beginning to see as the next frontier for growth: high-value, digitally mature local markets that have historically been underserved.
Welcome to Ireland—not just a hub of tech innovation, but a rising powerhouse in online retail.
Why Ireland, and Why Now?
Ireland is often overshadowed in conversations about European eCommerce. Markets like Germany, France, and the UK typically dominate due to their size and legacy infrastructure. But Ireland’s conditions are perfectly aligned for a digital commerce boom.
Consider the data:
- 85% of Irish adults made an online purchase last year (CSO, 2024).
- One of the highest rates of internet usage in Europe, with mobile-first browsing dominating.
- Median age of 38.5 years—younger than most EU counterparts.
- Second in the EU for GDP per capita (IMF, 2024).
This is a digitally native, affluent consumer base, previously relying on Amazon UK or Germany. That gap is now closing.
The Brexit Backlash: A Catalyst for Change
Post-Brexit complications made cross-border shopping from the UK more frustrating:
- Delays
- Customs charges
- Unclear returns
Irish consumers demanded better: reliable service, clarity, and speed. Sellers were caught in the middle. Amazon Ireland fixes that.
What customers gain:
- Transparent pricing and duties
- Predictable, fast shipping
- Local returns & customer service
- A “homegrown” platform experience
What sellers gain:
- Direct access to a valuable, underutilized market
- Improved logistics and customer satisfaction
Early Movers Look To Win Big
There’s a unique window of opportunity. Early sellers can:
- Set price and delivery standards
- Win early loyalty
- Test premium services
Multiply is helping sellers get ahead with:
- Dynamic pricing for Irish consumers
- Efficient inventory strategies
Ireland isn’t a side market—it’s a launchpad for growth.
Small Markets, Big Impact
The old playbook favored scale. But smaller markets, when served properly, now offer:
- Higher per capita revenue
- Better ROI for agile sellers
- Deep cultural and behavioral insights
Ireland has just over 5 million people, but its digital spend rivals much larger markets. This isn’t a detour. It’s a blueprint.
A Case Study in Frictionless Expansion
Localized Pricing Strategies
Irish shoppers are price-aware, not price-obsessed. Fairness and clarity matter. Factor in local VAT, currency, and expectations.
Returns and Customer Service
UK returns were painful. Local infrastructure now allows frictionless returns—a game-changer for categories like fashion and electronics.
Localized Marketing & Messaging
Ireland is culturally distinct. Local humor, tone, and visual identity outperform generic EU-wide campaigns. Be native, not just translated.
Seller Support & Fulfillment Infrastructure
Amazon is investing in infrastructure. Sellers must match that level with FBA Ireland or aligned 3PL solutions. Speed and reliability will define the leaders.
What Comes Next
Amazon Ireland is a litmus test for how platforms will treat high-potential, underserved markets.
Will brands show up with tailored, full-scale strategies? Or treat it as a checkbox?
At Multiply, we recommend treating Ireland as the start of a bigger shift. Niche but powerful markets are the new battleground.
Final Thoughts: Compete Where Growth Happens First
Growth isn’t where the noise is. It’s where the friction is disappearing. Where infrastructure is catching up. Where consumers are hungry for more.
Amazon Ireland is that market.
If you’re looking for the next strategic step, don’t wait for crowd validation. This is your first-mover moment.
Seize it.
