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The 250 most important online stores in Austria now generate 3.6 billion euros; Amazon is still the leader with 878 million euros.
Austria’s top 250 online stores grew 14 percent and generate € 3.6 billion. “Sales were back up nearly 14 percent last year. This sustained dynamics leads to increasing market concentration, with fewer and fewer large online retailers sharing an increasing proportion of online cakes. Amazon alone reaches a quarter with 878 million euros “, says the CEO of Handelsverband, Rainer Will, commenting on the most important results of the tenth edition of the study” E-Commerce Market Austria 2020 “. For this purpose, EHI and Statista, in cooperation with the trade association, analyzed the highest-turnover B2C web shops for physical products in Austria. For comparison: 2010 sales were 1,640 million euros.
Amazon, Zalando and Universal
“Players in the top ten rankings account for nearly half of the total turnover in the top 250 online stores,” adds Nina Langer, author and director of e-commerce projects at EHI. As before, Amazon’s ranking is ahead of zalando.at (346.8 million euros) and universal.at (111.9 million euros). Stores in positions 11 to 100 represent 37.4 percent of total sales, and stores in positions 101 to 250 have the smallest share again this year at 12.9 percent.
An opportunity for national web stores?
Many national retailers have recognized the potential in recent months and invested in their web store. “The study shows that Austrian retail is going through a process of structural change driven by exponential technological development. The Covid crisis acts as a huge explosion for digitization and a turbo boost for e-commerce. By the end of the year, our country to become one for the first time Achieve an online share of total retail sales of more than 11 percent, “said Will.
Austrian online retailers have noted significantly higher consumer interest in regional purchases since the start of the corona pandemic. The trade association wants to support local consumers with kaufsregional.at when they buy: “This year, for the first time in more than a decade, the outlet of purchasing power abroad has decreased from 57 to 54 percent in e-commerce. Factors as sustainability, quality and local production are on the rise again This is a great opportunity for the over 13,500 web shops in Austro to impress with Austrian quality. National consumers can choose from over 5,000 regional online retailers at kaufsregional. at, “Will explains.
Changes in the last ten years
In general, the data for the last ten years shows a considerable growth of the best players and, associated with this, a strong increase in market concentration in the e-commerce market. The fact that, in addition to the online store, markets such as Ebay and Amazon are increasingly being used as additional sales channels is shown in particular by the increase in Amazon from 30.4 percent the previous year to 35.2 percent. cent this year. The increase was somewhat more moderate on Ebay: from 27.2 percent of the top 250 online stores in 2019, the share increased to 29.6 percent in 2020 (jw)
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