High prices, limited choice and the elbows and umbrellas of thousands of competing shoppers are the principal reasons more Irish consumers than ever are turning their backs on traditional retailers and taking their business online this Christmas. A recent survey from Deloitte showed that across the EU, Irish people are second only to Germans when it comes to buying online. It reported that more than a third of shoppers here plan to use the web as a source of cheaper gifts this year, with a further quarter relying on it for research and to compare prices. And such price comparisons rarely make for comfortable reading for old style retailers, with Christmas stocking fillers including CDs, DVDs, books and cameras routinely costing at least 20 per cent less online - even when delivery charges are factored in.
High street shops blame higher overheads here and differing tax regimes across the EU for the significant price disparities. And while they may have a point, should that really be of any concern to consumers? Of course not. The web has grown into a genuinely global marketplace and people would be foolish not to exploit it. But in doing so, they should act prudently.
Although there are substantial savings to be made, it would be naive to suggest that shopping online is risk-free. Buying certain items including art, clothes and jewellery sight unseen and with no physical contact is obviously problematic. Taxes rigorously applied and the charges imposed by delivery companies, which administer those taxes, can eat into savings. Timely delivery is also a concern. In the run-up to Christmas even the biggest online traders struggle to cope.
Then there is the spectre of fraud which has cast a long shadow over internet transactions. There are risks, certainly, and while fears of online identity theft and credit card scams are dissipating, there are still some who remain deeply suspicious when asked to leave their financial details on websites of uncertain provenance. In that context, yesterday's launch by the European Consumer Centre of an online tool aimed at helping consumers avoid online rip-offs is to be welcomed. Dubbed, somewhat unfortunately perhaps, Howard, the site gathers information on e-commerce websites, including when and where they were registered and whether they have "trusted site" accreditation. By carrying out these rudimentary checks, consumers do not guarantee their internet transactions will always run smoothly. But they do give themselves another layer of protection from rogue traders, making the already attractive options available in the online realm even more secure.