Amazon dominates: 40% of the online market in Austria!

Amazon dominates: 40% of the online market in Austria!

In recent years, online trade in Austria has developed rapidly and is enjoying growing popularity. This is particularly evident in the latest figures that estimate the online purchase share in Austria in 2023 to over 62 percent. According to [Nachrichten.at] (https://www.nachrichten.at/wirtschaft/auf-amazon-fahren-40- percent-internethandel-in-Oesterreich ;art15,4057630) there is an impressive share of 40 percent on Amazon, which with an estimated sales of 4.3 billion euros takes the leading role in Austrian online trading.

Modern shopping habits show that more and more consumers make their purchases online. In 2024, an increase in eCommerce expenditure by 5 percent is forecast to a total of 10.6 billion euros, which underlines the trend of online shopping. Around 6 million Austrians buy in a distance trading, and the number of active domestic web shops has exceeded the 12,000 mark, as the Handelsverband

The big ones among online retailers

In addition, the competition has increased through internationally operating marketplaces such as Temu and Shein, which also have remarkable figures in turnover: Temu generated over 341 million euros in Austria in the past 12 months, while Shein earned around 217 million euros. This leads to an outflow of purchase abroad, which has now risen to 54 percent, which means that 19 percent of buyers only order abroad.

online shopping and buying behavior

The most popular product groups of domestic consumers in 2024 are clothing with 2.4 billion euros, electrical appliances with 1.3 billion euros and furniture with 0.9 billion euros. The online shopping is booming, especially in the younger age groups, especially 25 to 34-year-olds. Over 88 percent of this group have already bought online. Nevertheless, the numbers also show that the return rate increases-from 38 percent to 42 percent-and that younger consumers (15-29 years) have the highest return rates with 59 percent.

Although mobile commerce continues to go-22 percent of online editions are now being made via smartphones-it can be seen that environmental awareness is falling among consumers. Less Than Half, specifically 47 percent, are ready to switch to environmentally friendly products, a decrease compared to 65 percent in the previous year, as the Statista explains.

The market shows dynamic developments and it remains to be seen how the situation will continue to develop in the coming years. One thing is certain: online trade has established itself and will continue to play a major role in the Austrian economy in the future.