Factors Affecting Retailer Adoption of the Internet in Ireland

To date, most of the commentary on the impact of the Internet on retailing in Ireland has been anecdotal and there is a paucity of academic empirical research examining the factors affecting Internet adoption by retailers in Ireland. The primary aims of this research are to identify the key factors perceived as being influential in determining the resultant level of adoption among traditional retailers in Ireland and to examine the extent and level of its’ adoption in the Irish retail sector. This paper represents the results from an exploratory investigation employing multiple case studies as the first of a two-stage methodology to explore the key factors influencing traditional retailers’ Internet adoption decisions. The findings suggest that retailers’ decisions to adopt online transactional websites were primarily driven by the need to extend product range, increase market access, and satisfy demand for multi-channel shopping. Their ability to increase efficiencies in communicating by blogging and discussion boards is effective in driving targeted traffic to the site. The logistical challenges of managing a hybrid retail model create difficulties in online order fulfilment particularly in relation to shipping charges and product type, which can inhibit market reach.