Austrians are shopping online more and more often. The last decade was kind to e-commerce there, showing triple the number of online shops whilst the number of online shoppers has doubled in Austria.

Austrian E-commerce
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In the Internet-Einzelhandel 2018 study, carried out with the support of the Austrian Federal Ministry for Digital and Economic Affairs, it addresses both the retail side and the consumer side of e-commerce in Austria, reports

€7 Billion Spent In 2017

With this tripling of online stores, a fifth of all retailers in Austria sell their products online as well, the study showed. On the consumer side, 4.1 million Austrians between the ages of 16 and 74 who shop online spend, on average, €1,700 online per year. The total sum of these sales amounts to €7 billion in 2017.

According to the study, the number of online shoppers has doubled over the past ten years. With 62% of consumers from 16-74 shopping online, the study went on to say that e-commerce is particularly popular among young age groups and high-income households.

Visibility Pays

Austrians also seem to research online before they buy something in a physical store – 75% of them, according to the study. “That’s why online visibility plays an increasingly important role in retail”, writes. 3 of 4 retailers based in Austria currently provide information on their own websites.

E-commerce Racks Up 4.3% Of Retail Sales

In Austria’s domestic retail sector, online shops are showing dynamic growth. Online sales have significantly increased – faster than stationary sales in recent years. Online domestic retail was worth €3.2 billion last year, which matches the 4.3% in total retail volume.

The statistics also show that 55% of Austrian spending online goes to international retailers. With the exception of small countries like Malta and Luxembourg, in no other EU country do consumers buy more in foreign shops than they do in Austria. This is because most major etailers in Austria are located in other countries.