The preferred product categories of Austrian online shoppers are fashion (57%), shoes (51%), and beauty & health products (45%).

A trend that can be observed is the increasing use of social media as a shopping channel, with 46% already shopping directly through an e-commerce platform, such as Facebook or Instagram.

Main reasons for online shopping: time and money

For 77% of Austrian shoppers, saving time is a particularly important factor in choosing to buy online. Stress-free shopping comes in second place at 69%, while cost-effectiveness and the option of returns rank third at 64%.

A rapidly growing trend is flea market platforms. These C2C shopping channels facilitate the private buying and selling of used goods. 77% of online shoppers buy and/or sell on these platforms. 67% of them are convinced that products are cheaper there.

Generation Z is also becoming a significant consumer group.

For them, social media is no longer just a source of inspiration, but also a shopping channel. 68% of them make purchases via social media, averaging 52 purchases per year.