Irish companies cannot rely on patriotism to compete against big online retailers, such as Amazon.
That's according to Niall Bodkin, founder of the E-Commerce Association of Ireland (eCAI)
He was speaking as Tuesday marked the start of 'Prime Day' across Amazon's network.
The two-day event sees items posted at reduced prices for members who subscribe to Amazon Prime.
The subscription offers free delivery, as well as access to its Prime Video streaming service.
Niall told The Hard Shoulder why Amazon is a popular platform.
"It's easy to find products - the main reason people are on Prime is because it's easy delivery, it's easy time slots.
"Easy and convenience is the key word there.
"Google's a major problem... because you can't find any products.
"I did a search for a Kangol hat, and 'Ireland' specifically, and I got three pages of UK websites - and websites claiming to be Irish."
He says the eCAI has set up a 'Click Irish' initiative with some 800 shops "to give a alternative."
"They needed to compete - Amazon is the pinnacle of e-commerce, no getting around it", he adds.
But he says Irish companies have to give consumers what they want.
"They need to compete - you can't just say 'Hey look - we're Irish, come shop with us, be patriotic'.
"You need to compete, you need to give the consumers what they want.
"And they want that choice, they want the ease of use and they want that easily finding the products.
"But the great thing about buying from Irish shops, that Amazon cannot compete with, is that level of service - that one-to-one service".