Kasia Davies
Research expert covering the German market
E-commerce in Austria - statistics & facts
Over the past two decades, the share of online shoppers in Austria has increased by 55 percent. This trend is one seen across many e-commerce markets. Some of the factors that have driven the increase in online shopping are technological advances, for example, increased access to the internet and devices that connect to the internet, as well as the fact that many more retailers have online storefronts than 20 years ago. The convenience paired with the considerable choice that online shopping offers consumers also plays a big role in the increased popularity.
Currently, it is clothing, shoes, and accessories that are dominating the Austrian e-commerce market and when it comes to most successful companies Amazon is the undisputed leader. The future of the industry seems bright and the constant technological advancements that our society is faced with means that there are likely to be some changes to the online user experience perhaps with the help of AI and VR, but for the moment achieving frictionless payment is still the most important development for the consumer.
Online shopping trends
It is now possible to order almost anything online, however, there are some categories of products that are more popular than others. Among both men and women clothing, shoes, and accessories were the most popular items to purchase via the Internet. Some shoppers may be deterred from buying clothing online in case items do not fit or look the same when they arrive. Clothing, shoes, and accessories are the most frequently returned items in Austria. However, the benefits of online shopping such as the larger selection of items, being able to make a purchase whenever and wherever, and being able to access brands that only exist in the e-commerce space, tend to outweigh any potential inconvenience.Biggest market players
Unsurprisingly, the biggest presence in the Austrian e-commerce market is Amazon (amazon.de). The company made almost one billion dollars in 2023. Marketplace style online stores, or sites that sell products from several different brands seem to be having the most success. A major advantage that marketplaces have over other online stores is not only the selection of products but also that it is much easier for the consumer to make price comparisons between similar products.Standing out
It is becoming difficult to make a mark in the e-commerce space as there are so many brands competing for business. One company that has made a mark in Austria, however, is the German brand Best Secret. The company sells designer items at a discounted price, however, there is a twist. To keep the brands exclusive, the company has created a closed shopping community in which customers must be members in order to view and purchase items. Also, to create an account the prospective buyer must have an invitation from an already existing member. Whilst this business model is not something that would work for every company, in this case, the allure of being part of an exclusive club together with the sale of heavily discounted designer goods has made Best Secret the second most successful online fashion store in Austria.Currently, it is clothing, shoes, and accessories that are dominating the Austrian e-commerce market and when it comes to most successful companies Amazon is the undisputed leader. The future of the industry seems bright and the constant technological advancements that our society is faced with means that there are likely to be some changes to the online user experience perhaps with the help of AI and VR, but for the moment achieving frictionless payment is still the most important development for the consumer.
