Mobile shopping is growing rapidly in Austria as online spending skyrockets

Austrian e-commerce is experiencing significant growth

The latest findings from the 15th nationwide e-commerce study in Austria, conducted by the Austrian Retail Association in cooperation with KMU Forschung Austria, highlighted the strong growth of online retail. It is worth noting that the number of mobile purchases increased rapidly, reaching 36%. With significant growth in both revenue and user base, the Austrian e-commerce landscape is expected to continue its upward trend.

In 2024, e-commerce spending increased by 5% compared to the previous year, reaching a total of EUR 10.6 billion. The growing popularity of smartphones as a shopping tool is driving the development of the mobile commerce sector. Projections for 2025 predict further growth in sales revenues.

The overall distance retail sector, which includes mail order, online retail and mobile commerce, saw similar growth of 5%, reaching €11 billion in spending. The number of domestic online stores has exceeded 12,000. Clothing, electronics and furniture are at the top of the sales list this year.

Changes in consumer behavior highlight trends and challenges

Even though the location of a trading company is not obvious to most buyers, 17% of Austrians still prefer to shop only from domestic suppliers. On the other hand, 19% of consumers choose to shop exclusively from international retailers.

The propensity to buy abroad has led to a significant outflow of purchasing power, with 54% of total spending going abroad. This trend supports over 150,000 jobs worldwide and is influenced by an uneven legal framework and insufficient customs controls.

Younger demographics show a greater tendency to shop abroad, with this preference decreasing with age. Surprisingly, sustainability-conscious Gen Z customers show the highest return rate of 59%, despite their emphasis on the importance of sustainability.

Online shopping and environmental awareness

A noteworthy increase in the return rate to 42% suggests an increased willingness of consumers to return products. Escalating rates of return combined with a difficult economic climate have also weakened Austrian eco-friendly purchasing decisions, resulting in a noticeable reduction in willingness to switch to greener products.

Differences in ecological behavior due to gender and age were observed. Interestingly, older consumers often prioritize environmental factors in their purchases more than younger generations, indicating the potential to make Austrian e-commerce more sustainable.

The industry continues to advocate for fairer European trade conditions, highlighting the importance of establishing fair competition and the looming need to review the €150 tax exemption by 2026 at the latest. The full research report is available for download and provides a comprehensive insight into these trends and future perspectives.

Important facts related to mobile shopping and online spending in Austria that are not mentioned in the article may include:

– The impact of COVID-19 on the rapid shift to online and mobile shopping as consumers avoided physical stores.
– The role of technological advances such as secure payment gateways, mobile-friendly websites and personalized shopping experiences in driving the growth of online and mobile commerce.
– The potential impact of cross-border e-commerce on local businesses and the strategies they can adopt to remain competitive.
– Logistical challenges retailers face with increased online sales, such as managing inventory and ensuring on-time deliveries.
– The role of social media platforms in influencing mobile shopping trends and consumer behavior.

Most important questions and answers:
– What factors are contributing to the increase in mobile shopping in Austria? Technological advances, improved mobile user experiences and changes in consumer behavior, partly accelerated by the pandemic, are contributing to the increased use of mobile shopping in Austria.
– How do returns impact the e-commerce ecosystem and environment? High return rates increase logistics and handling costs for retailers and contribute to environmental concerns due to additional shipping and packaging waste.
– What are the challenges associated with the growing preference for international e-commerce over domestic e-commerce? Challenges include loss of purchasing power in the domestic market, potential negative impacts on local employment, and competition with international entities that may have a favorable regulatory framework.

Key challenges or controversies:
– Balancing competitiveness and sustainability: E-commerce companies must find ways to grow while minimizing their environmental impact, especially in the face of rising consumer profits.
– Supporting local businesses: There is a need to promote domestic e-commerce players to maintain economic benefits in Austria.
– Regulatory issues: addressing disparities in the legal framework and customs controls to ensure fair international competition.

Advantages and disadvantages:
– Advantages:
– Convenience: Mobile shopping allows consumers to shop anywhere, anytime.
– Price comparison: Consumers can easily compare prices and products online.
– Wide selection: Online shopping offers access to a wide range of products that may not be available locally.

– Inconveniences:
– Competition for local retailers: Local businesses face intense competition from global players.
– Environmental impact: Increased shipping and returns contribute to carbon emissions and waste.
– Potential for fraud: As the number of online transactions increases, the potential for fraudulent activity increases.

Suggestions for related links that will provide further information on this topic (as long as the URLs are verified as 100% valid):
–OECD
– European Commission
– World Trade Organization (WTO)

For the most accurate and up-to-date information, please consult official and reputable sources, such as government websites or the websites of recognized international organizations.