Government to examine 'impulse buy' risks of online property bidding
Tuesday 8 September 2026
The government will look into the dangers of impulse bidding on online property platforms, following research indicating that digital auctions can drive home prices up by €16,000.
The Housing Minister has pledged to investigate the risks of impulse buying associated with online home bidding platforms.
Addressing the Fianna Fáil think-in in Tullamore, County Offaly, James Browne warned that digital property auctions allow buyers to submit bids late at night which they might subsequently regret. Browne compared these impulse movements to patterns he observed while serving as Minister of State at the Justice Department, where he worked on gambling issues and spoke with professionals in that field.
The ministerial attention follows an Economic and Social Research Institute (ESRI) report from February, which analysed how digital sales environments influence property transactions. The ESRI research determined that buyers utilising online bidding systems are far more likely to submit higher bids and assume elevated financial risks.
Even though buyers generally perceived online auctions as fair, the digital bidding process was linked to price increases of up to €16,000. Theories cited by the ESRI, including "auction fever" and "loss aversion", suggest that the highly competitive nature of online platforms encourages users to focus on outbidding rival bidders.