Mobile e-commerce will continue to see very strong growth in 2021 and continues to dramatically outpace overall e-commerce growth. E-commerce via mobile devices creates permanent availability of online shops and leads to a high share of additional impulse purchases.
Responsive, mobile-friendly websites and web shops have become standard in retailing and are helping to drive mobile e-commerce through offering optimal viewing and high convenience. At the same time, the availability and popularity of stand-alone apps is increasing strongly.
Amazon is the leader in e-commerce in Austria, and therefore most likely the leader in mobile e-commerce. The player has seen exceptional growth during the pandemic.
Given that the smartphone is set to play an ever-larger role in people’s daily lives, mobile e-commerce is expected to continue its strong growth over the coming years and is likely to account for half of all e-commerce sales by 2026. The channel is destined to attract an ever-broader clientele and the private usage of PCs is likely to diminish in favour of smartphones, which will continue to create around-the-clock shopping opportunities, boosting impulse purchases.
Despite the increasing penetration of mobile e-commerce over the forecast period in Austria, it is believed that only one third of all smartphone owners made purchases via this method prior to the pandemic. The dominant share of mobile e-commerce consumers continues to be 16–24-year-olds; less than 10% are believed to belong to an older audience (those aged 60 years or above).
The trend of giving up browser-based web shops (for mobile phones) and concentrating solely on stand-alone mobile apps is set to continue over the forecast period. This will be most noticeable in product categories in which impulse purchases pay a particularly strong role.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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