Across the forecast period, inflation in Austria is expected to remain at a healthy level, and wage levels will likely adjust to the higher cost of living. This combination is projected to contribute to steady, positive value growth across the retail sector, with e-commerce poised to see significantly higher growth rates, with retail sales set to increase at a current value CAGR of 5% (2024 constant value CAGR of 3%) over the forecast period.
Chinese e-commerce brands, particularly Shein, AliExpress, and especially Temu, experienced significant growth in Austria in 2024. The appeal of these platforms lies in offering a wide range of products at very competitive, low prices, making them an attractive option for budget-conscious consumers.
By the end of the review period, TikTok was preparing to launch its TikTok Shop service in continental Europe, including Austria. Having already seen great success in Asia and the UK, the platform's expansion into Austria is poised to tap into its vast popularity, particularly among younger consumers under 25, who are heavy users of TikTok.
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Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail E-Commerce industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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