Ah, Austria! The land of Mozart, schnitzel, and breathtaking alpine views. But did you know that this charming country is also a rising star in the world of fashion e-commerce? Belt out a yodel, grab a cup of Viennese coffee, and let’s dive into the fascinating – and sometimes downright quirky – world of fashion e-commerce in Austria.

Online Shopping in the Alps

Over the past two decades, the share of online shoppers in Austria has skyrocketed by 55%. Technological advances, increased internet access, and the convenience of shopping from home drive this ongoing surge. Austria is dotted with many small villages without large shopping centers – a fact that makes the country extra attractive for visitors, but also makes it less convenient for fashion-conscious Austrians to look their best.

This fact, coupled with the COVID19 pandemic that also took Austria by storm has helped in the rise of fashion e-commerce in Austria. Among the top online retailers in Austria are big names like Zalando.at, bestsecret.at, and ottoversand.at. These platforms offer everything from high-end designer pieces to budget-friendly finds. It’s like having a virtual shopping mall at your fingertips, minus the crowds and the endless search for a parking spot – and they don’t obstruct the view of the gorgeous landscape.

Did you Know…

Austrians have a peculiar love for footwear. So much so that the footwear segment takes up a much larger chunk of the fashion e-commerce pie here than in other European countries. Online retailers capitalize on this remarkable fact, which is why Austrians have an enormous selection to choose from: stylish boots to comfy sneakers, there’s something for every sole (pun intended). Austrian fashion e-commerce is also very much geared towards the high esteem in which Austrians hold their country and want to preserve its natural beauty. Austria is big on sustainability. Many online retailers offer eco-friendly and ethically produced fashion items and highlight their sustainability efforts regarding packaging. Another big issue for Austrians is sustainability regarding delivery and returns. In short: Austrian fashion e-commerce builds on the message that you can save the planet while looking fabulous (and not worry about getting that cute pair of boots).

Virtual Try-Ons are the Way to Go

Some Austrian fashion e-commerce platforms have embraced cutting-edge technology, including virtual try-ons. No more guessing if that dress will fit and what it might look like on. This new technology lets customers see themselves wearing the item without ever leaving the house. It’s like having a personal stylist who never judges your choice of pajamas. Plus: customers can feel assured they will have less returns – meaning they do a little move saving on that pesky carbon footprint.

The Viewpoint of E-Retailers

E-retailers in Austria are riding the wave of this e-commerce boom with enthusiasm. They see the growth potential and are investing heavily in technology and customer experience. Any newcomer to the Austrian fashion e-commerce segment should think about the key factors guiding growth in this country. These are sustainability, eco-friendliness, fair trade, and the right technology to encourage customer loyalty and satisfaction.

And the market is far from saturated: niche market products, designer fashion, as well as second-hand and upcycled fashion have plenty of space for growth. Shop presentation, dynamic content, and speaking the customers’ language – both literally and figuratively – are also hugely important factors. Sure, German is the official language of Austria – but there are subtle differences that need to be taken into account when addressing Austrian customers. That means that foreign e-retailers seeking to get a foot in the door of the Austrian fashion e-commerce sector should not just translate product descriptions. The goal is to adapt them to fit local cultural nuances and preferences.

Bottom Line

The fashion e-commerce market in Austria is projected to reach a whopping $3.96 billion in 2025. With an annual growth rate of nearly 10%, it’s clear that Austrians are embracing online shopping with open arms – and wallets.  Austrian consumers value quality and are known for their loyalty to brands that meet their expectations. By consistently delivering high-quality products and excellent service, e-retailers can build a loyal customer base. Austria’s rich cultural heritage and fashion-forward cities like Vienna provide a vibrant backdrop for fashion e-commerce. E-retailers can leverage this cultural appeal in their branding and marketing strategies to attract local customers. While there are established players in the Austrian market, there is still room for new entrants to carve out a niche. By offering unique products and unique customer experiences, foreign e-retailers can stand out from the crowd and capture market share.

 



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autor_eurotext_100Author: Eurotext Editorial Team

We explain how internationalization works, provide tips for your translation projects and outline some of the technology and processes used. We also report on current e-commerce developments and cover a range of language-related topics.