Online retail spending Austria

Over the past decade, online spending has seen a steady increase in Austria. From 2021 to 2022, there was a sudden increase of over 1.5 billion euros. 2023, was, in fact, the first year since 2006 that saw a decline in e-commerce spending, this could be due to sharp inflation that the country experienced in 2022 and 2023.

Fast fashion

Perhaps unsurprisingly, the most popular categories for online shoppers were fashion, along with electronics and media. Online fashion stores are frequented by many people who shop online because of the vast choice of items as well as the often quick turnover of items. Although this business model is unsustainable and harmful to the environment, the fast fashion market, of which the online segment is a big part, is growing. This is likely due to the cheaper prices that these brands can offer. Although when surveyed, around 60 percent of consumers from around the world say that sustainability is slightly or extremely important to them when purchasing apparel, the fact that fast fashion companies are continuing to see success demonstrates that they still have a substantial customer base.

Customer convenience

The popularity of fast fashion comes in part from convenience, consumers can buy clothing that keeps up with the latest trends at a relatively cheap price. The convenience aspect of online shopping is something that for some customers makes it preferable to going into a brick-and-mortar store. When asked about delivery options for online shopping, most respondents answered that it was important to them to have the option of different delivery times e.g., both standard and express. Furthermore, when looking to the future of online shopping, the innovations that were most desired by e-shoppers included frictionless payments, personalized product recommendations, and a seamless omnichannel experience. All of these innovations make the online shopping experience smoother for users, and it is clear that ease and convenience are crucial for success in the e-commerce space.

Online spending on internet retail in Austria from 2006 to 2023 (in billion euros)

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Release date

June 2023

More information

Region

Austria

Survey time period

2006 to 2023

Number of respondents

1,000 respondents

Age group

15 years and older

Special properties

Analysis period May to April of the following year

Method of interview

Telephone interview

Supplementary notes

Values were rounded for a better understanding of the statistic. Older figures were taken from previous publications. The number of respondents varied each year.

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