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Austrians in online fever: Where the money prefers to flow!
The study of the top 100 web shops in Austria shows where Austrians prefer to shop online and which trends dominate.
Austrians in online fever: Where the money prefers to flow!
The current study “Top 100 Webshops in Austria”, published by the trade association in collaboration with ECDB, provides interesting insights into the online shopping behavior of Austrians. The data shows that online retail in Austria is growing rapidly and consumer preferences are changing significantly. What is particularly noteworthy is that Amazon.de and Zalando.at occupy the first two places of the B2C online shops with the highest sales, followed by Shop-Apotheke.at with a turnover of 199 million euros, which makes it the third largest online shop in the country 5min.at reported.
The top 10 online retailers with the highest sales also include Bestsecret.at (178 million euros, 4th place), Ottoversand.at (172 million euros, 6th place), Universal.at (169 million euros, 7th place), Ikea.com (164 million euros, 8th place) and Mediamarkt.at (158 million euros, 10th place). Interestingly, the data shows that one in four webshops in this list sells clothing, shoes or accessories, with the strongest product groups being fashion & accessories, computers & electronics and home & furnishing.
Payment methods and market concentration
The most common payment methods in Austria for online shopping are VISA and Mastercard, which are each popular with 91% of users, followed by PayPal with 83%. An alarming finding is that Amazon, Zalando and eBay generate more than half of all online sales in Austria. Amazon accounts for over 40% of the country's online spending, or around 4.3 billion euros. Of this, 1.2 billion euros are generated with our own products. Zalando, on the other hand, achieves annual sales of 607 million euros, while eBay achieves 513 million euros.
Rainer Will, managing director of the trade association, expresses concerns about market concentration in online trading. This raises questions about the influence of such platforms on jobs and tax revenues in Austria. New additions include Temu and Shein, which occupy 4th and 7th place in the marketplace rankings, with sales of 341 million euros (Temu) and 217 million euros (Shein) in Austria.
Growth figures and trends in online trading
The SME research has published its 15th edition of the nationwide eCommerce study, which focuses on consumer behavior in distance selling. The study covers a ten-year comparison and extends from May 2023 to April 2024. More than 950 Austrians were surveyed in a representative manner. The findings show that total spending in Austrian online retail is increasing by 5% to 10.6 billion euros. Mobile shopping is also growing by 36%, with smartphones becoming the dominant ordering channel.
However, inflation over the last two years has had a negative impact on environmentally conscious purchasing behavior. Only 47% of consumers are now willing to buy more environmentally friendly products, which represents a significant decrease compared to last year when this share was 65%.
The role of the circular economy
Finally, the company Refurbed is highlighted, which is in 9th place in the rankings in the circular economy category with a turnover of 76 million euros. This shows that there is also space for sustainable concepts within the online market. This makes it clear that, despite the enormous dominance of the big players in online retail, innovative and sustainable business ideas are becoming increasingly important.