Consumers in transition: This is how shopping behavior is changing in Austria!

Consumers in transition: This is how shopping behavior is changing in Austria!

A current study by the trade association, in collaboration with Bluecode, shows that the shopping experience has reached a new dimension. Among the 1,010 consumers surveyed in August/September 2024, 50% of Austrians have now discovered online shopping as a relaxing pastime, a significant increase compared to 38% the previous year. Generation Z in particular, at 75%, enjoys online shopping. This development shows that the shopping experience now goes far beyond simply meeting needs, as consumers want to be inspired and enchanted both online and in brick-and-mortar stores the trade association reported.

Problems in the shopping experience

Although the variety and convenience of online shopping is appreciated, there are also challenges. For 51% of respondents, poor product quality is the biggest complaint when buying online, followed by customs issues at 40%. Interestingly, less than 12% of consumers have complained about late deliveries. In this context, Rainer Will, managing director of the trade association, emphasizes that 80% of buyers research online before making a purchase, which is why it is crucial for retailers to be directly visible online.

At the same time, mobile payment is becoming increasingly popular, with 54% of Austrians preferring card payments in brick-and-mortar stores and 70% using credit cards for online shopping. The use of the Bluecode app, which enables quick QR code payments, is becoming increasingly popular - 22% of Austrians have already paid with it, with Gen Z particularly interested in this development. In addition, digitalization opens up new sales channels that retailers use aggressively to reach their customers Bluecode explained.