VIENNA. In 2021, Austrian online retail was allowed to over
an all-time high in spending, for the first time the mark of 8,315 billion euros was broken in private household spending (excluding the car trade) (+10% growth). Everything is different this year: In the second quarter alone, e-commerce sales in this country fell by -4.8% adjusted for inflation, according to Statistics Austria. For 2022 as a whole, the trade association and Kreutzer, Fischer & Partner expect retail-relevant online expenditure of around 8.5
billion euros – and thus a real minus of -3% for the first time in more than a decade. The online share of retail-related spending will shrink from 11.9% in 2021 to 11.6%.

Substantial share gains are only in the health sector
Care, body care and cosmetics are to be expected, there will be a moderate increase in electrical appliances & IT and printing works. E-commerce is declining this year, especially for fashion and sporting goods. For example, the online quota in the clothing segment falls from 30% to 25%, for sporting goods from 18% to 16%. However, online retail is not only struggling with stagnating sales figures, but also with high inflation (most recently +11%), a lack of staff (44%) and exploding energy and logistics costs.

The number of active Austrian web shops rises to over 9,000
The positive news: Despite all the challenges and
Multiple crises, more and more domestic retailers rely on the
Digitalization. “9,000 domestic web shops form the core of the
Austrian eCommerce scene that defies the current crises. For the first time in its history, the domestic online trade has to cope with a real drop in sales this year. 84% of all retail companies in the country now operate their own website
to be found digitally and to sell more than 35% successfully via the Internet – also cross-border. The Austrian web shops thus generate a gross annual turnover of 4.8 billion euros,” summarizes Rainer Will, Managing Director of the Retail Association.

According to KMU Forschung Austria, the number of online shoppers on the consumer side has recently increased to 5.4 million (+3% compared to 2021). The average eCommerce expenditure of Austrians is currently 1,930 euros per capita per year. The top product groups are clothing/textiles, electronics and furniture/decoration.

72% struggle with delivery delays – relief in sight
In terms of delivery delays and bottlenecks, the situation has eased slightly compared to the previous year, according to a recent retailer survey by the trade association (n=156). Currently, however, 72% of domestic online and omnichannel retailers are still fighting
Delivery delays and supplier failures. Almost two thirds (65%) expect delivery passes in their segment in the Christmas business. Consumers are therefore well advised to get their Christmas presents if possible.

Black Friday heralds Christmas shopping: 77% buy on
11/25 already presents
Speaking of prospects: November and December are traditionally the months with the highest sales for the domestic trade, which in many sectors decide on a successful offer. “Black Friday” (November 25, 2022) and “Cyber ​​Monday” (November 28, 2022) are the names of the two upcoming days of action, which are now among the most important shopping dates of the year in this country and herald the Christmas business.

This year, more than three quarters of Austrians (77%) plan to use these special shopping days to buy their first Christmas presents. Domestic consumers will spend an average of 297 euros during Black Friday and Cyber ​​​​Monday week 2022 – exactly the same as in the previous year. Overall, this means a nationwide retail turnover of around 450 million euros. “On the expected special shopping days of Black Friday and Christmas, the lion’s share will be in online retail.

With regard to the delivery delays, the following applies to customers: who buys early, buys well,” advises Rainer Will. “With 2020 and 2021, online retail had two incredibly good years. It is not yet possible to say for sure, but 2022 will probably see stagnation or
be ended with a decline. It’s a normal one
development that after two years in which online trade grew like crazy, it stagnates for a year or goes down again,” says Harald Gutschi, Vice President of the trade association and Managing Director of the Unito/Otto Group.

“I am very optimistic for 2023 and expect normal development with online growth of 5 to 8% and eCommerce sales well above the pre-pandemic level. At the moment, every fifth euro is spent in online retail in the non-food sector, perspectively on three
by five years it will be every third euro,” says Gutschi.

B2C parcel volume is at the high level of the previous year
Looking at the Christmas business also arises year after year
year the question of the development of the parcel volume in the B2C area. In the last decade, this can only go in one direction: steeply upwards. According to Brancheradar.com, more than 139 million parcels were delivered to private households in Austria in 2021. In 2022, the B2C parcel volume will also be at the high level of the previous year.

“In the last two years of the pandemic, our parcel volumes have increased by 40% to 184 million parcels due to the lockdown. The numbers have now leveled off at a high level. We expect a volume at the previous year’s level this year,” confirms Peter Umundum, Board Member for Parcel & Austrian Post AG logistics.

Brand new: “eCommerce map Austria 2023”
As part of today’s press conference, the “eCommerce Map Austria 2023” with the 160 leading domestic eCommerce service providers was presented for the first time. The map covers 11 key areas of online trading: shop systems; shop directories; marketplaces & platforms; Payment; Creditworthiness, Identity & Loyalty; fulfillment; Delivery; analytics; customer service; Seal of quality & legal certainty as well as Enterprise & B2B partners. They are intended to give traders a compact overview of the
Austria’s online trade ecosystem and depict the most important players.

The map created jointly by Swiss Post and the trade association is to be updated and expanded on a regular basis.
Service providers have the opportunity to position themselves and their services in future editions of the “eCommerce map of Austria”.

“We want to increase the Austria quota in eCommerce. So that domestic trade can benefit more from the high parcel volumes, we have worked with the trade association to create the eCommerce map
called to life. Retailers thus receive a compact overview of red-white-red service providers in online trading,” concludes Umundum. (red)

The “eCommerce map of Austria” can be downloaded free of charge from www.handelsverband.at/ecommercemap