Online shopping has reshaped the purchasing habits of Austrians: 97 percent of surveyed consumers stated they shop online regularly. Last year, they spent around €30 billion online. Travel, clothing, and cosmetics were the most frequently ordered items, and payment was made by card, e-wallet, or purchase on account, according to the E-Commerce Report 2024 by payment solutions provider Nexi and the Austrian Retail Association.

Key Motivations and Demographics
About 28 percent of respondents cited ease of use as their reason for ordering goods online. Lower prices were mentioned by 17 percent, while a wider selection, independence from store hours, and time savings were decisive for 15, 12, and 10 percent, respectively. Spending was highest on travel and hospitality at €10.7 billion. While online shopping declines slightly with age—94 percent of those aged 65–79 shop online versus 98 percent of 18–29-year-olds—the gap is small, and usage is equal between men and women (97 percent each).

Preference for Local Retailers and Payment Methods
Nearly three-quarters (72 percent) of respondents prefer local online retailers. “Online and in-store shopping complement each other perfectly, as around 80 percent of all in-store purchases are digitally prepared,” said Rainer Will, CEO of the Retail Association. Consumers prioritize simple, fast, and secure payment methods, with credit and debit cards leading at 70 percent, followed by e-wallets and purchase on account. “Each age group has its payment preference—from cards and e-wallets among younger shoppers to purchase on account among older ones,” noted Damir Leko, Country General Manager at Nexi.