The 15th edition of the nationwide eCommerce Study Austria 2024 provides insights into consumer behavior in distance selling. It focuses on questions about online retail spending, ordering channels, product groups, payment methods and returns. The current edition also includes a ten-year comparison.

Representative data collection
The study, conducted by KMU Forschung Austria on behalf of Handelsverband Österreich, is based on a representative telephone survey of 950 Austrians over the age of 15. The sample takes into account gender, age and province. The survey was conducted between May 2023 and April 2024 and provides valuable insights into trends in online retail.

Mobile shopping is booming: smartphone as dominant ordering channel
The eCommerce Study Austria 2024 shows an economic upturn in online retail, particularly in mobile shopping, which has grown by 36%. Smartphones are becoming the dominant ordering channel.
Despite the growing number of shoppers, per capita spending has grown only moderately. Voice commerce (e.g. Alexa) remains a niche phenomenon.
Total spending in Austrian online retail increased by 5% year-on-year to €10.6 billion.

Inflation affects environmental awareness
Inflation over the past two years has significantly weakened the environmental awareness of Austrian consumers. The proportion of those willing to buy more environmentally friendly products fell to 47% (previous year: 65%).