The 16th study on consumer behavior in distance selling, commissioned by the Austrian Retail Association, analyzes the period from May 2024 to April 2025.
Despite the current difficult economic conditions, the number of distance selling customers remains stable at around 6 million Austrians (aged 15 and over). Clothing (44%), electrical goods, books, magazines and DIY supplies are particularly popular.
Total expenditure in distance selling increased by 14% to around € 12.5 billion. Average per capita expenditure also rose by 13% to € 2,080. This means that consumer spending is continuing to shift towards e-commerce, particularly for toys, sporting goods, electrical appliances and books.
Foreign providers account for around half of expenditure in distance selling (51%). Chinese platforms such as Temu and Shein are gaining in importance: 21% of customers shopped there last year. Younger target groups in particular are open to Chinese e-commerce.
Online shopping via smartphone has long been part of everyday life: 56% of Austrians (aged 15 and over) will use their cell phone to place orders in 2025. With a turnover share of € 4.1 billion, this corresponds to 33% of distance selling expenditure. Voice shopping, on the other hand, remains marginal.
85% of respondents prefer home delivery. Alternative delivery locations are particularly relevant due to more flexible pick-up times and shorter delivery times.
Newsletter
Follow Us