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Online shopping in Vienna is on the decline: new trend for personal advice!
Study shows that online trading in Vienna will be weaker in 2024; Stationary sales remain stable and hybrid models are gaining in importance.
Online shopping in Vienna is on the decline: new trend for personal advice!
A remarkable trend is emerging in Vienna: online trading is losing momentum. According to a current study by the Vienna Chamber of Commerce, both spending and the number of online shoppers have fallen compared to the previous year. This development surprises many, as the last few years in particular have been characterized by a significant increase in online shopping.
The study shows that the proportion of online shoppers in Vienna fell from 74% in 2023 to 68% in 2024. This means that the level of 2022 has returned. Online spending amounted to 1.96 billion euros in 2024, a decrease from the 2.0 billion euros from the previous year. Also particularly noticeable is the decline in the online share of retail spending, which fell from 13.6% in 2021 to just 10.4% in 2024, as Leadersnet reports.
Stable stationary shops
While stationary retail in Vienna remains stable, the figures show that personal advice and the haptic product experience are valued by consumers. More and more consumers are recognizing the advantages of physical stores and are now often combining this purchase with digital services. Hybrid models that combine online and offline experiences are becoming increasingly important. Services such as Click & Collect and virtual advice are also becoming more important for consumers.
However, the online channel remains strong in certain product groups, particularly clothing, books and furniture. It is interesting to note that two thirds of online spending by Viennese shoppers goes abroad. Amazon has the upper hand with a 57% market share, followed by various Asian platforms such as Temu and Shein, which now also have a significant share of the market.
Criticism of unequal conditions
In addition to the changes in purchasing behavior, there are also critical voices. Austrian traders feel disadvantaged compared to these foreign platforms, as the EU duty-free limit of 150 euros enables tax- and duty-free delivery from third countries. There are repeated calls to abolish this exemption limit and to create Europe-wide standards for product safety and market surveillance. This is the only way to ensure fair competition.
A comparison shows that online trading is booming in Germany. 94% of internet users aged 16 and over shop online here. This context reflects how important it is for retailers to address digitalization trends and optimize their offerings for mobile devices in order to remain competitive. According to a report by Bitkom, 52% of online shoppers use their smartphones to make purchases, which underlines the potential of mobile commerce.
In summary, it can be said that Vienna is going through an adjustment phase, while stationary retail scores points for quality and proximity to customers. At the same time, it is necessary to address the challenges of online trading and create new, fair framework conditions for all providers.