42% of Austrians shop online at least once a week

Since the outbreak of the COVID-19 pandemic, e-commerce in Austria has developed rapidly. In order to understand the online shopping habits of Austrian consumers, MasterCard Austria conducted a questionnaire survey of 3,500 Austrians over the age of 18. The survey showed that 85% of Austrian consumers currently shop online at least once a month , and 42% of consumers said that their online shopping frequency remains at least once a week.

Online shopping is becoming increasingly popular in Austria , and the pandemic has accelerated this trend: 71% of consumers said they have significantly increased their online shopping since the outbreak.

It is reported that Austria's e-commerce transaction volume increased by 18% in 2020 to 9.1 billion euros, among which the categories with the largest growth were food and personal care products , followed by the growth of furniture and household appliances . In addition, the largest sub-category in the market was fashion, with a market size of 2.316 billion US dollars .

According to purchase records, in Austria, 62% of consumers buy electronic products and devices online. In addition, other popular product categories include fashion (61%), books, board games and toys (58%), travel tickets and hotel reservations (54%) , cultural event tickets (54%) , online media subscription services ( 47%) and delivery services (36%).

Regarding online shopping payment habits, the survey shows that Austrians prefer to shop on credit , with 88% of them choosing online payment, and 62% choosing Klarna for instant payment (   The third largest payment method is to choose a payment method that is more convenient for customers (including buy now, pay later, online bank transfer, and installment payment), followed by prepayment and PayPal payment (48%).

Piotr Kwasniak , Business Development Director at Mastercard Austria, commented: “ It is surprising that Austrian consumers are using Klarna instant payment and prepayment when shopping online , as these payment methods require consumers to go through some additional cumbersome steps compared to direct online payment.

It is worth noting that the online shopping penetration rate in Austria is as high as 70.9% , which means that at least 5.5 million Austrians have participated in online shopping, and this proportion continues to increase .

In addition, the survey shows that Austrian consumers spend an average of $2,000 online each year, and overall, Austrian men prefer online shopping more than women, and high-income families shop online more frequently than low-income families.

In short, the Austrian e-commerce market still has certain potential. Merchants can choose suitable products based on Austrian consumption habits to seize the Austrian e-commerce market.

Austria

E-commerce

Online shopping habits