Online shopping in Austria: popularity reaches new heights!

Online shopping in Austria: popularity reaches new heights!

Online shopping has achieved a new record in Austria, as a current study shows. According to a report by vienna.at , 97 percent of the surveyed consumers regularly buy online. Impressive 30 billion euros were spent last year, whereby the expenses in categories such as travel, clothing and cosmetics are particularly high.

A representative study carried out by SME research Austria on behalf of the Austria trade association highlights the trends in online trading. The results of the 15th edition of the eCommerce study show a significant increase in the online purchase of food and pharmacy products compared to the previous year. The survey took place between May 2023 and April 2024 and comprised about 950 people aged 15 and over, with gender, age and federal state into account.

payment methods and motives

The most popular payment methods vary according to age groups. While younger buyers are increasingly relying on card payment and e-wallets, older people often prefer a payment on account. The use of credit and debit cards that are used by 70 percent of online buyers remains dominant. E-wallets and invoice follow second or third place.

The reasons for online purchases are diverse. 28 percent of the respondents indicate simplicity as the main movement, followed by lower prices (17 percent) and a larger offer (15 percent). In addition, 72 percent of the respondents appreciate local online providers and 80 percent of the inpatient purchase qualifications are prepared digitally.

developments in a European comparison

The boom in online shopping is not a pure Austrian phenomenon. At the European level, current data from Destatis that 2024 77 percent of 16 to 74-year-old Internet users have been bought online in the EU. The most popular product groups are clothing that has ordered 70 percent of buyers in the past three months.

Another trend is mobile shopping, which grows by 36 percent and makes the smartphone a dominant order channel. According to the study by SME research Austria, total expenditure in Austrian online trading increases by 5 percent to 10.6 billion euros, despite the inflation that affected environmentally conscious buying behavior.

demographic differences

The distribution of age among online buyers is also interesting. While 98 percent of 18 to 29 year olds shop online, the 65- to 79-year-olds are still 94 percent. There are hardly any gender differences because both 97 percent of men and women buy online.

These trends and developments illustrate the growing importance of online trading in Austria and Europe as a whole. Some see this a way to simplify life, while others discuss the challenges of digitization and the changed consumer behavior.