More than half of Irish consumers say they would stop buying from an online retailer that suffered a cyber-attack, according to new research highlighting the reputational risks facing businesses in the digital economy.
The survey, commissioned by insurance broker Gallagher in Ireland, found that 52% of shoppers would walk away from an affected retailer altogether, underlining the fragility of consumer trust in e-commerce. A further 34% of respondents said they would make a decision based on the specific circumstances of the incident, while only 10% indicated they would be willing to return if the issue was resolved quickly.
Gender differences were also apparent in the findings. Women appeared more willing to give retailers a second chance, with 38% saying they would “weigh up the circumstances” compared to 29% of men. Men, however, were more likely to cut ties completely, with 16% saying they would “absolutely” stop shopping with the retailer compared to 10% of women. Additionally, 9% of men said they would never go back after a breach, versus 4% of women.
The nationwide study surveyed 1,000 adults across Ireland as part of an examination into consumer attitudes towards cyber crime and its fallout.
When asked what steps retailers should take to regain customer trust after a breach, 68% of respondents highlighted the importance of clear communication about the incident. Another 58% said stronger cybersecurity measures would help rebuild confidence, while a quarter of those surveyed said offering compensation would also be necessary.
Laura Vickers, Managing Director of Commercial Lines at Gallagher, said the findings reflect the critical role of transparency and preparedness in the aftermath of cyber incidents.
“The stark reality for retailers is that the fallout from a cyber-attack isn’t just technical — it can also severely damage brand reputation and customer relationships,” she said. “What our data suggests is that retailers with clear crisis management strategies, and the ability to respond quickly and communicate openly, stand a far better chance of holding onto customer trust and loyalty.”
Regional variations also emerged from the study. Consumers in Connacht and Ulster were the most cautious, with 55% saying they would avoid shopping with a retailer affected by a cyber-attack. In Munster, the figure stood at 52%, followed by 49% in Dublin and 37% in Leinster.
With online shopping continuing to grow in Ireland, the research underscores the challenge for retailers to strengthen cybersecurity defenses while maintaining open communication with customers. As cyber-attacks become more frequent, the cost of failing to protect data could extend far beyond technical fixes, hitting businesses where it hurts most — their customer base.
