How Technology Has Changed Consumer Behaviour


Technology has removed the geographical barrier to shopping. Consumers are no longer limited to whatever is available in their local town and can shop from anywhere at any time.


More Choice


Consumers can now browse and buy from thousands of retailers around the world without leaving their home. Businesses use websites and apps as e-commerce stores which allows consumers to compare prices instantly, read reviews and find the cheapest option available anywhere.


Lower Prices


Increased competition between global retailers has driven prices down. Consumers can compare prices across multiple websites and find the cheapest option available, often from a retailer based in another country.


Increased Impulse Buying


Platforms such as Instagram and TikTok allow brands to advertise directly to consumers based on their interests. Brands also pay endorsers to push products to their followers. A consumer can see a product in an ad and buy it within seconds without ever visiting a physical shop.


Higher Expectations


Fast delivery options and click and collect services mean consumers now expect goods to arrive quickly and conveniently. Irish businesses that cannot meet these expectations risk losing customers to international competitors.


How We Pay


Technology has also changed how consumers pay. Contactless payment allows a consumer to tap their card or phone to pay in seconds without cash or a PIN (Personal Identification Number) when purchasing in shops.


One-click purchasing online (digital payments) means buying something requires almost no effort, removing friction from the process entirely.


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STRAND 1


CHAPTER 10: The impact of globalisation and technology


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