2022: E-commerce spending reaches € 10 billion

The 13th edition of the nationwide “eCommerce Study Austria” trade association in cooperation with KMU Forschung Austria shows unexpected changes caused by the pandemic and inflation: a new all-time record in e-commerce spending, a significant negative relationship between environmental awareness and purchases in foreign distance sales dynamic growth in mobile commerce and stagnation in voice commerce.

Online shopping grows moderately by + 8%, foreign outflow slightly decreases from 55% to 54%

“By the end of April 2022, Austrian e-commerce spending had increased by eight percent year-on-year, surpassing the 10 billion euro mark for the first time. However, relative growth has slowed significantly recently. Of the 10.4 billion euros in online sales, 2.4 billion is already in mobile commerce – which has been able to grow rapidly by 20 percent, ”comments Rainer Will, managing director of a trade association.

“Smartphone shopping in particular shows a shift in shopping behavior and is more popular than ever. However, domestic online stores only benefit to a limited extent from the growing market, as more than one in two people order online from abroad. Our consumers are financing this billion dollar outflow of purchasing power to 30,000 jobs outside Austria, ”says Will. After all, the rate of foreign outflow decreased slightly compared to the previous year from 55% to 54%.

The best product groups for distance selling: clothing, electronics and furniture

“In 2022, 76%, or around 5.8 million, Austrians will already be shopping from distance selling. This year, the top product groups are € 2.1 billion of clothing, € 1.4 billion of electrical appliances and € 0.9 billion of furniture, ”explains the study. leader Wolfgang Ziniel, senior researcher at KMU Forschung Austria. Exciting: The strongest increases in spending in 2022 will be recorded in the equipment industries (+ 13%), computers + 9% and electronic equipment + 8%.

Garment return rate drops from 47% to 43%

“About 14 percent of Austrian households’ total retail spending is already spent on e-commerce, a new record. On average, each customer already spends € 1,930 a year on distance selling, ”says Harald Gutschi, Managing Director and Vice President of UNITO, a trade association and head of the eCommerce, Marketplaces & Mail Order platform.

The rate of return on clothing has dropped significantly this year. In 2021, 47% of distance buyers returned at least part of the ordered fashion, in 2022 it will be 43%. The return on shoes also dropped significantly from 30% to 25%.

“The reasons for the fewer returns are better data and product descriptions, more balanced customer behavior, faster delivery and fairer delivery information, the digitization of all business processes including the use of the app and an active order selection process in front of the screen, Gutschi is convinced.

Stagnation in voice commerce: language assistants remain a niche program

Voice commerce, which has been touted by the media in recent years, is still struggling with difficulties in Austria and has hardly been able to develop recently: domestic consumers use online personal assistants such as Amazon Echo and Google Home. only 60,000 people use Alexa & Co. for online orders, ”says Wolfgang Ziniel.

While language assistants remain a niche program when it comes to actual purchase, the degree of influence should not be underestimated before making a purchase decision with personalized advertising and increasingly technically proficient language assistants in a very personal environment.

The trend towards regionality and ecology also when shopping online

Ecologically aware, sustainable purchasing behavior is also becoming an increasingly important topic in e-commerce. Local online buyers pay special attention to regionality and short delivery routes, opting for a more environmentally friendly offer when there are two equivalent products.

“While environmental awareness is not reflected in the frequency of online purchases or in the amount spent on online purchases, this is clearly seen in the case of distance purchases outside Austria. The more important regionality and sustainability are, the less they buy online from abroad and the more they prefer local retailers, ”confirms Rainer Will.

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